Marketing to Gen X: How to Guide, Strategies & Tips

Marketing to Gen X: How to Guide with Strategies and Tips 

Marketing to Gen X

In this guide, we’ll explore effective strategies and practical tips for marketing to Gen X, the demographic encompassing Americans born between 1965 and 1980. Understanding the unique preferences and buying behaviors of Generation X is crucial for businesses aiming to engage this audience successfully.

Marketers and business owners seeking actionable insights will discover tailored approaches to enhance their connection with this distinct age group, ultimately boosting engagement and business success.

  • Gen X, often overlooked, commands attention, constituting 35% of U.S. social media users in generational marketing strategies
  • In Gen X marketing, radio advertising thrives, as Gen X spends 16 hours weekly listening, favoring authenticity
  • Leveraging nostalgia in Gen X marketing builds lasting connections, echoing their love for past events and experiences
  • Gen X’s online presence is significant and they love their mobile devices, requiring a mobile-optimized approach in digital Gen X marketing strategies
  • Print media endures and is a key element in generational marketing; IKEA’s print catalogs resonate with Gen X, showcasing the importance of traditional channels
  • Online shopping is integral to Gen X, emphasizing the need for seamless digital experiences in Gen X marketing
  • Influencer marketing often falls short with Gen X, experiencing 30% lower retention rates compared to millennials

Who Are Generation Xers?

Generation X, a term commonly applied to Americans born between 1965 and 1980 (with some variations in sources), occupies a unique space in generational dynamics. Positioned between the well-known baby boomers and the millennial generation, Gen X is often called the “middle child” generation. This label reflects its chronological sandwiching between the prominent baby boomer era and the subsequent millennial cohort (Generation Y, born between 1981 and 1996).

Distinguished as the “baby bust” generation, Gen X saw a decline in birth rates compared to the preceding baby boom decades, partly attributed to the introduction of the birth control pill in the early 1960s. This demographic characteristic contributes to the perception that Generation X is sometimes overlooked or forgotten in generational discussions, given its smaller size than Gen Y and Gen Z (born between 1997 and the early 2010s).

Members of Generation X, or Gen Xers, experienced a shifting family landscape during their upbringing. They came of age in an era marked by the rise of dual-income families, single-parent households, and increased divorce rates. Many Gen Xers were latchkey kids, returning to empty homes after school as their parents were still at work.

Gen Xers were pioneers in adapting to technological advancements. They were the first generation to grow up with personal computers, making them early adopters of tech-savvy habits. Additionally, they were the initial beneficiaries of widely available cable television. The launch of MTV in 1981, a cable network broadcasting music videos 24/7, resonated strongly with Gen Xers, leading to the moniker “MTV Generation” being associated with this cohort.

Marketing Characteristics of Gen X Consumers

Comprising just under 20% of Americans, Generation X commands significant purchasing power. Gen X outpaces all other generations in spending on essential categories such as housing, clothing, dining out, and entertainment. Their purchasing habits span both online and in-store realms, necessitating a nuanced and strategic marketing approach tailored to their preferences.

While embracing modern digital platforms, it’s essential to recognize that a considerable segment of Gen X is nearing the age of Baby Boomers. Therefore, a comprehensive marketing strategy should not overlook traditional media channels. Having been raised in the era of traditional media, Generation X maintains a strong affinity for these established forms of communication.

A recent Nielsen report revealed that Gen Xers allocate more time to conventional television and radio than any other generation. On average, they dedicate two hours each day to both mediums, emphasizing their enduring engagement with traditional information and entertainment channels.

How Is Marketing to Gen X Different from Other Generations?

Marketing to Generation X differs significantly from other generations due to its distinctive characteristics. Earning trust from Gen X is a formidable task, but once established, it proves resilient. Research indicates that Gen Xers stand out as some of the most loyal consumers, often willing to pay a premium for products from brands they trust. Brands seeking to cultivate this trust through social media can adopt strategies akin to those employed to target Millennials.

Compared to preceding generations, Generation X exhibits greater ethnic diversity, with approximately one-third identifying as nonwhite. Additionally, they display a lower inclination towards organized religion and tend to lean more liberal on social issues, including support for same-sex marriage. This diverse background and progressive stance contribute to the unique values and perspectives of Gen X consumers.

As mentioned, Gen Xers showcase a distinct loyalty to specific brands, preferring familiarity over experimenting with new ones. This loyalty extends across traditional and digital media channels, showcasing their comfort in purchasing through diverse platforms. Understanding and aligning with these nuanced preferences is key for marketers connecting with Generation X and leveraging their enduring brand loyalty.

Why Is It Important to Target Generation X in Marketing Efforts?

Targeting Generation X in marketing efforts is crucial due to its substantial purchasing power and remarkable brand loyalty. Comprising about 20% of the U.S. population, Gen Xers outspend other generations in key sectors.

With a unique blend of traditional and digital media consumption, they demand strategic approaches. Earning trust from this demographic proves challenging but yields enduring loyalty, making it imperative for businesses to tailor their marketing strategies to engage and capitalize on this influential consumer group effectively.

How to Market to Generation X: Best Practices to Follow

Gen X, a demographic deeply engaged in social media, with 95% using Facebook, holds significant purchasing power. Recognize their frustration—54% feel ignored by brands. Blend traditional and digital media in your approach, as Gen Xers still listen to the radio, read newspapers, and watch traditional television.

Provide Discounts

Leverage introductory discounts via marketing automation to tap into Gen X’s appreciation for savings.

Create a Loyalty Program

Although they prioritize quality and are willing to invest more in superior products and services, Gen Xers are adamant about avoiding overpayment. This inclination to save money is a key driver behind their participation in loyalty programs. Much like millennials, a substantial 88.6% of Gen Xers join loyalty programs primarily for the purpose of securing cost savings.

Encourage Written Reviews

Showcase authenticity with written reviews, responding to positive feedback to build trust.

Appeal to Security

Gen X, often dubbed “digital immigrants” experienced a work environment devoid of technology initially. Over the years, they’ve navigated the digital landscape, learning about cyber threats through personal encounters, as formal cybersecurity departments were scarce during their entry into the workforce.

This generation has forged its own set of strategies and habits, evolving alongside technology and adapting to the evolving digital landscape. So, offer free return shipping and transparent return policies to enhance Gen X’s sense of security.

Keep it Personal

Ground conversations in real-world scenarios, minimizing sales tactics to resonate with Gen X.

Use Traditional and Social Ads

Employ a mix of traditional and online ads on platforms like Facebook and Google to reach Gen X effectively.

Prioritize Great Customer Service

Ensure prompt responses and issue resolution to foster positive experiences and repeat business. Excellent customer service is a business imperative for not only Gen Xers but the vast majority of generations overall.

Incorporate Nostalgia

According to a survey conducted by Google, a significant 75% of Gen X respondents expressed a preference for consuming content that revolves around historical events, individuals, or music. This finding shows Gen X’s inclination towards nostalgic themes, indicating a notable interest in content that taps into the past.

Optimize for Mobile

As per findings from a GlobalWebIndex study, Gen X allocates approximately two and a half hours daily to smartphone usage, with an additional two hours spent on social media. Though Gen X places a higher value on personal interaction, favoring genuine engagement over visual stimulation in their daily interactions, be sure to design a mobile-friendly website for an enhanced user experience, considering Gen X’s significant mobile usage.

Utilize Videos

Capitalize on Gen X’s TV and digital video consumption by using videos to creatively showcase products and convey company values.

Top 10 Most Effective Gen X Marketing Strategies

In this section, we explore the Top 10 Most Effective Gen X Marketing Strategies, tailored to tap into the diverse preferences and engagement patterns of this influential demographic.

Strategy #1: Let Them Show Their Loyalty

Harness the natural inclination of Gen X towards brand loyalty by implementing a rewards program designed to foster repeat purchases. Beyond traditional discounts, consider value-added incentives like free shipping, referral bonuses, complimentary samples, or an informative monthly newsletter sharing company updates and exclusive deals.

A simple yet genuine thank-you email can significantly enhance the Gen X perception of your brand, reinforcing their connection with your values and fostering enduring loyalty.

Strategy #2: Put Testimonials Front and Center

Gen Xers find assurance in learning about positive brand experiences from others before making a purchase commitment. Utilizing testimonials emerges as a more effective advertising technique for this generation compared to employing jingles or personified ads. Authentic accounts of satisfied customers resonate strongly with Gen X, influencing their trust and decision-making in a way that traditional advertising approaches may not.

Strategy #3: Use Television Advertising

Television remains a potent avenue for connecting with Generation X, who invest more than two hours daily in TV consumption. Advertisements that weave compelling narratives or vividly showcase the value of a product or service prove especially impactful. With Gen Xers dedicating significant time to television, strategically crafted ads have the potential to captivate their attention and effectively convey brand messages, making it a valuable platform for marketers targeting this demographic.

Strategy #4: Don’t Forget About Radio

Radio is a traditional medium that strikes a chord with Generation X. With an average weekly radio listening time of 16 hours, it emerges as a valuable platform for precision-targeted marketing initiatives. Gen X’s affinity for this medium provides marketers with a unique opportunity to engage them effectively and tailor messages that align with their preferences, making radio an instrumental channel in reaching and resonating with this demographic.

Strategy #5: Give Them a Discount

While everyone appreciates a good deal, Gen Xers, having come of age during the golden era of coupons in newspapers and magazines, particularly value such offers. Providing a discount on their initial purchase or subscription renewal serves as a compelling strategy to not only attract Generation X consumers to your brand but also to ensure their continued loyalty over time. This approach taps into their expectation for cost savings, aligning with their experiences from the coupon-rich days of their youth.

Strategy #6: Use Video

Leveraging video as a marketing tactic with Gen X is a must, as they contribute to 1.5 billion daily views on YouTube. Many are drawn to nostalgic videos resonating with past events or personalities. When crafting videos for Gen X, incorporating throwback hits adds an engaging touch, especially for music-related content.

Notably, 73% of Gen Xers turn to YouTube for instructional videos, emphasizing the importance of educational and informative content. Given their busy lives, ensuring content is concise yet impactful is key to capturing the resourceful Gen X audience’s attention.

Strategy #7: Consider Roadside Billboards

Embracing roadside billboards to reach Gen X is a strategic move, considering their evolving preferences. From the iconic free ice water roadside ads of Wall Drug, today’s billboards feature well-lit displays with captivating imagery and persuasive messages. This evolution is crucial because out-of-home advertising, including billboards and transit ads, remains effective in engaging Gen Xers.

A Nielsen study highlights the significance, revealing that 71% of Gen Xers frequently pay attention to messages showcased on roadside billboards. This underscores the enduring relevance and impact of outdoor advertising in capturing this influential demographic’s attention.

Strategy #8: Leverage Print Advertising

Using print advertising like newspapers, magazines, and direct mail is a good way to connect with Gen X. Even though some may think print is not as popular, a study by MarketingCharts found that 63% of Gen Xers actually do something, like buy a product, after seeing a print ad. This shows that print media is still important for reaching and getting responses from Gen X, making it a valuable tool for marketers.

Strategy #9: Respond to Customer Reviews

Before making a purchase, Gen Xers invest time in reviewing and assessing both product reviews and management responses. Building a positive online profile, filled with favorable reviews and considerate responses, is key to fostering trust and confidence with this demographic.

And, accumulating more Google reviews not only enhances your online reputation but also improves your search engine rankings, making it a dual-purpose strategy to gain Gen X’s trust and boost your visibility.

Strategy #10: Take a Walk Down History Lane

Inject a touch of nostalgia into your marketing approach. Gen Xers relish revisiting the past, be it through past events, vintage TV commercials, or music. Incorporate these elements subtly across your marketing channels.

Consider sharing a throwback photo on Facebook, prompting Gen Xers to engage by commenting or sharing their own nostalgic memories. By intertwining the familiar with the present, you can create a connection that resonates with Gen X’s fondness for moments gone by.

Examples of Successful Gen X Marketing Campaigns

Certain campaigns stand out for their remarkable success in resonating with Generation X. From outdoor clothing that champions sustainability to clever radio ads that leave a lasting impression, and traditional print catalogs defying the digital tide, these examples illuminate the strategies that have effectively captured the attention and loyalty of Gen X consumers.

Let’s look at three examples of successful Gen X marketing campaigns that have not only adapted to changing times but have also carved a lasting impact in the minds of this influential demographic.

  1. Patagonia

Patagonia, the renowned outdoor clothing brand, has earned the trust of numerous Gen Xers by aligning with their values. With a steadfast commitment to environmental sustainability, production of high-quality products, and transparent business practices, Patagonia resonates with Gen X’s desire for authenticity and ethical choices.

Screenshot from Patagonia ad.

  1. Geico

Geico‘s radio and Facebook advertising is a testament to effective Gen X targeting. Through clever and humorous ads, Geico has carved a memorable space in the minds of Gen X listeners. Using radio (and social media), Geico has successfully engaged this demographic with messaging that combines wit and relevance, making a lasting impression.

Screenshot of Geico Facebook ad.

  1. Ikea

In the age of digital dominance, IKEA defies the trend with its enduring success in print advertising, particularly with its iconic catalogs. Gen X, who fondly recall flipping through these catalogs during their formative years, continues to respond positively to this traditional medium. IKEA’s print catalogs evoke nostalgia while maintaining relevance, showcasing the timeless appeal of a well-executed print campaign.

Screenshot from Ikea print ad.

Challenges in Marketing to Gen X (and Tips to Overcome Them)

Amid our culture’s fixation on youth, marketing discussions often revolve around cutting-edge trends that captivate the youngest consumers, sidelining strategies tailored for Generation X.

This oversight can be costly, as bypassing Gen X means missing out on substantial buying power and untapped opportunities. To bridge this gap, marketers must recognize and address the unique challenges in reaching Gen X.

Here are key tips to overcome these hurdles:

  • Embrace Authenticity: Gen X values authenticity. Craft marketing messages that resonate with their experiences and aspirations, fostering a genuine connection that transcends mere product promotion.
  • Meet Them in Digital Spaces: While Gen X may not dominate trendy social platforms, they are active in digital spaces. Tailor your online presence to align with their preferences, reaching them on platforms they frequent.
  • Nostalgia as a Bridge: Leverage nostalgia as a powerful tool. Incorporate elements from their past, be it in advertising, product design, or campaigns, to forge an emotional connection that taps into their fond memories.
  • Provide In-Depth Information: Gen Xers appreciate detailed information. Offer comprehensive content that helps them make informed decisions, demonstrating your commitment to transparency and providing value beyond the surface.
  • Highlight Value and Longevity: Communicate the value and longevity of your products or services. Gen X is discerning and appreciates investments that stand the test of time, making durability and value key selling points.
  • Utilize Diverse Media Channels: Gen X engages with a mix of traditional and digital media. Diversify your marketing channels to include both, ensuring a comprehensive reach that aligns with their varied media consumption habits.
  • Prioritize Mobile Optimization: Optimize your online presence for mobile. With Gen X being digitally active, a seamless and user-friendly mobile experience enhances your chances of capturing their attention and engagement.

What Are the Best Marketing Channels for Generation X?

The most effective marketing channels for Generation X include a balanced mix of traditional and digital platforms. Leveraging radio, television, and print advertising taps into their media preferences, while incorporating digital strategies on platforms like Facebook, YouTube, and Google Ads ensures broad reach.

Authenticity, nostalgia, and comprehensive online content are crucial to capturing the attention and trust of this influential demographic, making a multifaceted approach the key to success.

What SocialMedia Does Gen X Use?

Gen X predominantly engages with brands on Facebook (81%) and YouTube (65%). Approximately 75% of Gen Xers access Facebook daily, highlighting its consistent reach. With a substantial 60% penetration rate, Facebook remains a key platform for this demographic.

Overall, Generation X constitutes around 35% of social media users in the United States, emphasizing their significance in the online landscape and the importance of tailoring marketing efforts to these preferred platforms.

How Does Gen X Respond to Traditional Marketing?

Gen X responds favorably to traditional marketing, appreciating authenticity and informative content. Print advertising, radio, and television remain influential, triggering nostalgia and resonating with their diverse media habits.

Gen X values detailed information, and traditional channels offer a platform for in-depth content. Authenticity is key, and campaigns that align with their experiences and core values tend to be well-received. Leveraging a mix of traditional and digital approaches allows marketers to effectively capture the attention and trust of Generation X.

How Do You Build Trust with Generation X?

Building trust with Generation X involves strategies rooted in authenticity, reliability, and tailored communication. Provide detailed, transparent information about products or services, addressing their preference for in-depth content. Showcase authentic brand values and experiences to establish a genuine connection.

Engage through both traditional and digital channels, reflecting their diverse media consumption. Leverage customer reviews and testimonials to underscore credibility. Demonstrating consistency, reliability, and a commitment to ethical business practices enhances trust with this discerning demographic.

What Types of Content Resonate Most with Generation X?

Content that resonates most with Generation X typically includes a mix of nostalgic elements, authentic storytelling, and in-depth information. Gen X appreciates a trip down memory lane, responding well to content that references past events, pop culture, or experiences.

Authentic stories that align with their values and aspirations establish a meaningful connection. In-depth and informative content, offering value beyond surface details, caters to their preference for detailed information. A well-rounded content strategy that incorporates these elements tends to capture and retain the attention of Generation X.

How Important Is Digital Marketing in Targeting Gen X?

Digital marketing is crucial in targeting Generation X, offering a versatile approach to engage this demographic. While Gen Xers value traditional channels, their significant online presence makes digital marketing equally important.

Utilizing platforms like Facebook, YouTube, and Google Ads allows brands to reach Gen X where they actively participate. Incorporating authentic, nostalgia-infused, and informative content into digital strategies ensures effective communication, capturing the attention and trust of this influential demographic.

How Do Gen X Consumer Values Influence Their Purchasing Decisions?

Gen X consumer values significantly influence their purchasing decisions. This generation, born between 1965 and 1980, values authenticity, quality, and longevity. They are discerning buyers who appreciate detailed information about products and services. Gen Xers prioritize brands that align with their personal values, including social and environmental responsibility.

Nostalgia also plays a role, with brands that tap into their past experiences gaining favor. Trust, reliability, and a commitment to ethical practices are key factors shaping Gen X’s purchasing choices.

What Role Does Nostalgia Play in Marketing to Generation X?

As mentioned earlier in the article, nostalgia plays a significant role in marketing to Generation X. This generation, born between 1965 and 1980, often enjoys reminiscing about past events, old TV commercials, and music from their youth.

Incorporating nostalgic elements into marketing tactics, such as throwback photos on social media, references to iconic past events, or retro themes, can create a strong emotional connection with Gen X consumers. This connection helps build brand loyalty and resonate with their preferences for authenticity and familiarity.


In navigating the diverse landscape of Generation X marketing, authenticity and strategic channel selection emerge as paramount. From leveraging nostalgia to embracing both traditional and digital avenues, this guide equips marketers to connect effectively with Gen X.

Seize the opportunities and tailor your strategies to resonate with this influential demographic. Elevate your marketing efforts for sustained success.

Next Steps: What Now?

Learn More About Marketing Basics

Frequently Asked Questions

How would you market to Gen X?

To effectively market to Gen X, blend authenticity with nostalgia in a multifaceted approach. Utilize traditional channels like print and radio alongside digital platforms such as Facebook and YouTube. Prioritize detailed, informative content, and showcase a commitment to ethical practices. Engage Gen X’s affinity for the past while staying attuned to their diverse media habits for a well-rounded strategy.

What does Gen X want from brands?

Gen X desires authenticity, quality, and reliability from brands. They value detailed information, prefer products with longevity, and appreciate a connection to past experiences. Brands that align with their values, embrace nostalgia, and demonstrate ethical practices earn the trust of Gen X. Delivering a genuine and nostalgic brand experience resonates strongly with this discerning demographic.

How do you engage Generation X?

Engage Generation X by intertwining authenticity and nostalgia in your marketing. Utilize traditional channels such as print and radio alongside digital platforms like Facebook and YouTube. Deliver detailed and informative content, align with their values, and embrace their preference for genuine experiences. This multifaceted approach captures the attention and loyalty of Generation X effectively.

Does influencer marketing work for Gen X?

Influencer marketing often underperforms with Gen X, seeing 30% lower retention rates, 20% fewer content interactions, and a 47% lower impact on brand opinion compared to Gen Z and millennials. This demographic values authenticity, making traditional influencer campaigns less effective. Tailoring strategies to align with Gen X’s preferences for genuine connections yields more impactful and successful marketing outcomes.

Why is Gen X the forgotten generation?

Gen X, born between Baby Boomers and younger counterparts, often feels overlooked. Sandwiched between these two influential generations, Gen X’s unique experiences and contributions are sometimes overshadowed, leading to a perception of being the “forgotten” generation in societal discussions and generational narratives.

What is generational marketing?

Generational marketing tailors strategies to the unique characteristics and preferences each age group holds. Baby boomers, Gen Xers, and other generations possess distinct values, experiences, and communication styles, shaping how they engage with brands. Understanding these differences allows marketers to craft targeted campaigns, resonating more effectively with the diverse needs and expectations of each demographic.

What interests do Gen Xers possess that are different from Baby Boomers?

Gen Xers, positioned between Baby Boomers and younger generations, exhibit distinct interests. With significant spending power, Gen Xers prioritize authenticity in purchases, influenced by their experiences growing up amidst societal changes. Balancing personal and professional lives, they seek brands aligning with their values, a crucial aspect for marketers targeting this influential demographic.

Sonja Vitas
Edited By:
Sonja Vitas
Content Editor

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