Why are brands acting like they forgot about Gen X?
Ah, Gen X, a generation that seems to be missing from the lexicon of most media outlets, and from the awareness of most brands. But why?
Remember this year’s Superbowl Halftime show? It was the highest-rated in five years, garnering over 100 million views. The artists responsible for drawing such a large audience were five incredible hip-hop and rap artists, who also happen to be members of Generation X.
It kind of makes you wonder, if these Gen Xers can attract this many viewers, then why are brands forgetting about said generation, ALL THE TIME?
Learning the Facts of Generation X
Today, it seems many brands are chasing after the shiny, new younger Gen Z. With their disposable income of $360 billion, it’s easy to see why brands are targeting the younger generation. Everyone wants new customers, but this shouldn’t come at the expense of current customers or acquiring new customers for other Generations, such as Gen X.
Even though Gen X only makes up 30% of the population, they are the current top earners and spenders. I’m going to go out on a limb here and say, it would probably be a good idea for brands to stop ignoring Gen X and start targeting them.
I would also say they might remember that some of Gen Z’s income might be coming from their Gen X parents. Therefore, ignoring Gen X might mean they make sure their Gen Z children also ignore your brand. (This is purely speculative.)
We will not be ignored
Despite all these stats, many brands and media outlets seem to forget Generation X even exists. So, here's a friendly reminder, WE'RE STILL HERE. You might think as the generation who doesn’t care what others think we wouldn’t care, but we do. We’re keenly aware of the dismissal of our entire generation by brands and media outlets, and we don’t like it.
You seem to think that because we're not the shiny new toys of the younger generations we don't matter. Since we are most likely still supporting these folks, their money is probably our money.
You might also want to give yourself a history lesson refresh on Gen X. It seems you have forgotten; Baby Boomers and Millennials are not the only generations to face challenges and changes as children & adults.
We’re the original latch-key kids. We learned to take care of ourselves, without needing trigger warnings, safe spaces, participation trophies, or chats about our feelings. We’ve faced recessions and the AIDS crisis, watched the Space Shuttle Challenger explode on live TV, have gone through two Gulf Wars and 9/11, watched the rise and fall of MTV, and adapted to changing technology, such as the internet, which some of us helped to create and evolve.
Sincerely Yours, The Breakfast Club
We accept the fact that we had to sacrifice your attention and acknowledgment. But we think you’re crazy to make us write a blog post telling you who we think we are.
You see as you want to see us. In the simplest terms and the most convenient definitions. But we found out is that each of is a slacker, and a cynic, and a caregiver, a little grey around the temples, a little sore in the joints, and, most importantly, a powerhouse of spending and influence.
Does that answer your question? I sure hope it does. I hope this post serves as a reminder to brand owners to start putting some of your focus on a generation who’s aware, available, and ready to buy your product or service. The generation known as X.
How do you target Generation X?