(Complete with real 1980s song lyrics and fake album covers!)
Ah, Generation X. My generation. The often overlooked middle child in the generational lineup, sandwiched between the Boomers and the Millennials. But underestimate us at your peril, because as the oldest generation still predominantly in the workforce, we Gen Xers (born between 1965-1980), hold significant purchasing power. We grew up on a diet of garden hose water and TV dinners, and it made us snarky and bold. So, how do you catch the eye of my generation that’s “Hungry Like the Wolf” for authenticity and quality?
🤘 Overly Polished Sales Tactics: “We’re Not Gonna Take It!”
First things first, Gen Xers can spot a phony from a mile away. We value authenticity above all else. Your brand needs to be as genuine as Axel Rose’s need for deodorant. Share your story with honesty and integrity. Remember, for Gen X, “Every Breath You Take” will be under scrutiny, so make sure your brand’s promises aren’t “Living on a Prayer.”
📺 Digital Savvy: “Video Killed the Radio Star”
While we didn’t grow up with smartphones in hand, Gen X witnessed the dawn of the digital age and quickly adapted. We’re just as comfortable streaming “Billie Jean” on Spotify as we were recording mixtapes off the radio (if the DJ would ever stop talking over the song lyrics!). Your online presence needs to be on point, with a user-friendly website and a solid social media strategy that pulls us in with stories about–and from–people like us.
💰 Value and Quality: “Money for Nothing”
Our generation isn’t swayed by flashy ads or low prices alone. We want value, quality, and products that we can depend on (because our crappy Radio Shack electronics did us dirty). Show us the “True Colors” of your products or services. Highlighting durability, utility, and customer service can turn your “Sweet Dreams” pitch into reality.
🔑 Work-Life Balance: “Take It Easy”
Although I generally cringe at the term ‘work-life balance,’ growing up as latch-key kids whose parents worked all the time while we ran feral, Gen X has finally learned the importance of integrating more life into our lives. We’re looking for products and services that simplify our lives or provide an escape from the “Pressure” of our daily routines. Whether it’s a gadget that makes work-from-home life easier or a travel package for a “Holiday,” positioning your offerings as a way to achieve balance will resonate well.
📼 Engagement: “Come Together”
Finally, engage with us. Gen X might not be as vocal or visible as other generations on social media, but we appreciate a good conversation. Utilize non-salesy email marketing, targeted but humanized ads, and social platforms where we’re active, like Facebook and LinkedIn, to create a dialogue. Show us you care, and we’ll be more likely to “Jump” at your products or services. Selling to Gen X requires a mixtape of all the above strategies. Remember, we’re not just another brick in the demographic wall; we’re the sandwich generation that currently helms the workforce and the economy.
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