Marketing to Gen X in 2023

Over the past few weeks, we’ve covered marketing to Millennials and marketing to Gen Z, but what about the other generations? Well, today we’re going to dig a little bit into marketing for Gen X!

As always, let’s start with a look at who Gen X are.

Who are Gen X?

Gen X refers to the generation born between the mid-1960s and the early 1980’s, this generation follows the Baby Boomer generation and preceeds millennials and are often referred to as “The Forgotten Generation”. Although the number of Gen Xers may be small in comparison to other generations (and may soon be outnumbered by Gen Z as well) and as mentioned above are often called “The Forgotten Generation,” they shouldn’t be overlooked when it comes to marketing.

So let’s take a look at three things you need to know or consider when marketing to Gen X.

Rewards, Coupons, and more

Forbes reported that more than 88% of Gen Xers join loyalty programs to save money and that rewards came in a close second in terms of desirable loyalty perks.

In addition to this, Forbes also reported that Gen X is willing to scour the internet for coupon codes and digital coupons.

With this in mind, it’s clear that Gen X value their money and that they are looking for ways to save, so, if this generation is part of your demographic, you may want to consider looking for ways to incorporate a rewards program. Alternatively, you can also look for ways to save your customers money. For example, you could implement a money saving referral program, coupon codes, or something along those lines.

Digital remains important

Although many Millennials and Gen Zers have grown up connected to social media and the internet, Gen Xers are also super connected as well. In fact, Nielson reported that Gen Xers are becoming just as digitally savvy as Millennials. Moreover, 72% of Gen Xers use the internet to research businesses. Much like Millennials and Gen Z, if you want to market to Gen X, you should have an online presence. When creating your online presence, make sure your website is user friendly and ensure you’re on platforms that make sense for your target audience and for your business. For example, Gen Xers prefer sites like Facebook and YouTube, among others.

Although we encourage you to be present online, it’s important to remember that Gen X didn’t grow up with social media and the internet, so while they discover new products and services online, it’s not necessarily their preferred method of discovery. Reportedly, Gen X prefers to discover new products through search, television ads, and in retail stores.

Tap into Nostalgia

Like Millennials and other generations, Gen X is nostalgic, so it’s no surprise that we’re constantly seeing brands tap into nostalgia, either through utilizing past trends or music, bringing back old favourites (check out this example from McDonalds), and more. Nostalgia works in marketing because it taps into something familiar, helps us relive the past, and it also makes us feel positive emotions like happiness. So, if you’re trying to appeal to Gen X, don’t be afraid to look at the past for a little inspiration.

A little bonus inspiration

Sometimes it’s helpful to have someone to look to for inspiration, so here are ten of the brands most loved by Gen X: Apple, Amazon, Netflix, Jeep, Disney, Ford, Samsung, XBOX, Nike, and Walmart.

When looking for ways to engage, inspire, and attract Gen X, you can look to these brands for a little inspiration! Ask questions like, what do they have in common (perhaps value and trust among other qualities)? What do they excel at? And what can you draw inspiration from in regards to their past marketing?

Looking for more helpful guides? Check out our blog for more!