08 Oct Keys to impact Generation X
Article Index
Attachment to Authenticity:
Intuitive User Experience (UX):
Long Term Value:
Incorporation of Technology:
Valuing Personal Time:
Distrust of advertising on networks:
Appeal to Nostalgia Cautiously:
In today's fast-paced digital world, brands are challenged to reach diverse american people whatsapp number audiences, and one generation that shouldn't be overlooked is Generation X. Often overshadowed by millennials and Generation Z, this generation born between 1965 and 1980 represents a significant market with unique characteristics and values. According to MarktingNews, they are responsible for 27% of global spending and 92% of them are on social media daily. For example, in the case of Tik Tok, they represent 28% of users, and are the fastest-growing generation on the platform in recent times. However, only 5% of brands' investment in influencer campaigns is directed at Generation X.
Here are some tips for brands to connect authentically and sustainably with this generation :
Attachment to Authenticity:
According to the report, Gen X creators’ posts are, on average, 75% longer than those of Gen Z or millennial creators . They also tend to be more in-depth and informative, with more nuanced, self-improvement-driven language, compared to the more direct, salesy tone Gen Z employs. As such, Gen X influencers ’ longer posts are the ones that perform best with this group .
This generation values authenticity and transparency in brands. Avoid marketing jargon and empty promises. Instead, focus on telling real stories about your products or services and how they can improve people’s lives.
Intuitive User Experience (UX):
Gen Xers grew up during the tech boom and appreciate ease of use. Make sure your website and apps are intuitive and easy to navigate . A seamless user experience is key to keeping them engaged.
Long Term Value:
They acknowledge that technology has influenced their purchasing, but they consider 27% fewer brands than younger audiences and their purchases tend to be more motivated by necessity (+29% vs. Gen Z and millennials ) . Gen X is therefore unlikely to buy on social media with a single click, so brands need to provide them with a high-quality and durable ecosystem to close the sale and gain their trust and loyalty in the long term.
Incorporation of Technology:
Despite their reputation as a generation that clings to traditional ways, many Gen Xers are avid users of technology. Incorporate digital strategies like social media marketing, mobile apps, and e-commerce platforms to effectively reach them. Incorporating interactive elements like online surveys, contests, and quizzes that actively engage them works very well. They also highly value customer services like live chat or another easy way to contact the company.
Valuing Personal Time:
Generation X is at a stage in life where time is a valuable resource. Create campaigns that respect their time and offer quick and effective solutions to their everyday problems. Solve real problems through clear and concise messages and make the purchasing process as easy as possible.
Distrust of advertising on networks:
Generation X is sometimes wary of social media. For them, brands that advertise on social media cannot be trusted until proven otherwise. Therefore, the first recommendation is not to underestimate the power of partners and to consider the right influencers to generate that trust .
Appeal to Nostalgia Cautiously:
Nostalgia can be a powerful tool, as many Gen Xers have fond memories of decades past. Use nostalgic elements in your marketing strategy, but do so in an authentic and respectful way, avoiding falling into stereotypes.
In conclusion, understanding the characteristics and values of Gen X is essential for brands to meaningfully impact this demographic. Adopting strategies that respect their authenticity, value their time, and show a genuine commitment to quality can make all the difference. By doing so, brands can build strong, lasting connections with Gen X in the ever-changing digital landscape.
