Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Nearly one in six Americans are Gen Xers
- Nearly one in five Gen Xers are non-white
- Homeownership, marriage, and parenthood are key characteristics of Gen X
- Most attended college; median household incomes of approximately $65K
- Most are professionals in white-collar positions
- Work/family life balance a top priority for Gen Xers
- Target Gen Xers with programs that help families save for the future
- Many, especially women, seeking better health
- Consider emphasizing home entertainment offering in communications
- Most are tech savvy and use internet to do products research
Insights and Opportunities
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- Get real and focus on the facts
- Offer family-oriented entertainment
- Where appropriate, highlight contributions and corporate responsibility
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- Figure 1: Interest in types of social responsibility, by age/generation, June 2010
- Gen Xers haven’t lost their “cool”
- Gen X women playing on a more level field
Inspire Insights
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- Trend: Transumers
Demographic Profile
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- Key points
- Gen X is sandwiched between two significantly larger generations
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- Figure 2: U.S. population estimates, by generation, 2010
- Gen X more ethnically diverse than prior generations
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- Figure 3: U.S. share of population estimates, by generation and race/Hispanic origin, 2009
- Nearly two thirds of Gen Xers are married
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- Figure 4: Marital status of Gen X, by gender, 2009
- Kids and larger household size more common among Gen Xers
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- Figure 5: Number of persons and children younger than 18 per consumer unit, by age/generation of reference person, 2009
- Nearly two thirds of Gen Xers are homeowners
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- Figure 6: Homeownership by age/generation of reference person, 2009
Socioeconomic Profile
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- Key points
- Most Gen Xers have attended college
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- Figure 7: Educational attainment, by age/generation, July 2009-Sept. 2010
- The largest segment of Gen X are professionals or work in management
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- Figure 8: Occupation of Gen X, by gender, 2009
- Gen X unemployment rate is lower than younger age groups
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- Figure 9: Unemployment, by age/generation, 2010
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- Figure 10: Unemployment and underemployment, Jan. 2007-March 2011
- Gen X median household income higher than all but Baby Boomers
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- Figure 11: Median and mean household income, by age of householder, 2009
- Spending is significantly higher among Gen X compared to average
- Gen Xers a key segment for food, housing, and apparel
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- Figure 12: Average annual expenditures, by age/generation of reference person, 2009
Gen X Marketing Strategies
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- Overview
- Pepsi Max
- Brand analysis
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- Figure 13: Brand analysis of Pepsi Max
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- Figure 14: Pepsi Max bottle and Facebook promotion, 2011
- YouTube
- Television advertising
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- Figure 15: Pepsi Max ad, 2011
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- Figure 16: Pepsi Max ad, 2011
- E*TRADE
- Brand analysis
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- Figure 17: Brand analysis of E*TRADE
- Website
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- Figure 18: Quantcast estimates for E*TRADE.com, Sept. 2010-Feb. 2011
- YouTube
- Television advertising
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- Figure 19: E*TRADE ad, 2010
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- Figure 20: E*TRADE ad, 2010
- Toyota Sienna
- Brand analysis
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- Figure 21: Brand analysis of Toyota Sienna
- Website
- YouTube
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- Figure 22: Toyota Sienna, Swagger Wagon web video, 2010
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- Figure 23: Toyota Sienna, Daddy Like Bonding Time web video, 2010
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- Figure 24: Toyota Sienna, Mommy Like Versatility Web video, 2010
- Microsoft Windows 7
- Brand analysis
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- Figure 25: Brand analysis of Windows 7
- Website
- Television advertising
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- Figure 26: Windows 7, Parental controls ad, 2010
- Figure 27: Windows 7, HomeGroup ad, 2010
Innovations and Innovators
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- Inviting nostalgia may help a brand stand out in the minds of Gen Xers
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- Figure 28: Volkswagen Passat ad, 2011
- Make use of social media to target Gen X
- Some target the segment by allaying investment fears
- iPad marketers targeting Gen X
Priorities and Concerns
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- Key points
- Balancing family life/work important to three quarters of Gen Xers
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- Figure 29: Non-work life priorities, by gender, Jan. 2011
- Affluent Gen Xers want to be seen as unique individuals
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- Figure 30: Non-work life priorities, by household income, Jan. 2011
- The economy remains a primary concern among Gen Xers
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- Figure 31: Change in concerns compared to last year, Jan. 2011
- Affluents less likely to report being concerned about various issues
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- Figure 32: More concerned compared to last year, by household income, Jan. 2011
Economic Influences
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- Key points
- Gen Xers somewhat more likely than other age groups to expect job change
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- Figure 33: Employment changes in the last 12 months/expected in the next 12 months, by gender, July 2009-Sept. 2010
- Gen Xers more likely to have made major purchases in last year
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- Figure 34: Major expenses in the last 12 months/expected in the next 12 months, by age, July 2009-Sept. 2010
- Middle-income Gen Xers concerned about retirement savings and funding children’s education
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- Figure 35: Household primary financial concerns, by household income, Jan. 2011
- Married Gen Xers, those with kids tend to have more financial concerns
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- Figure 36: Household primary financial concerns, by marital status and presence of children, Jan. 2011
Economic Outlook
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- Key points
- Many Gen Xers continue to struggle post-recession
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- Figure 37: Current financial situation compared to 12 months ago, by gender/age, July 2009-Sept. 2010
- Gen Xers optimistic about their personal finances in the coming year
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- Figure 38: Financial situation in 12 months compared to now, by gender/age, July 2009-Sept. 2010
- One in three think overall economy will improve in next year
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- Figure 39: American economy in 12 months compared to now, by gender/age, July 2009-Sept. 2010
Diet and Lifestyle
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- Key points
- Half of Gen Xers are watching their diet
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- Figure 40: Presently watching diet and reasons why, by gender, July 2009-Sept. 2010
- Women more likely to engage in healthy behaviors
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- Figure 41: Diet and lifestyle typical behaviors, by gender, Jan. 2011
- Affluent Gen Xers tend to be more health-oriented
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- Figure 42: Diet and lifestyle typical behaviors, by household income, Jan. 2011
- Consider targeting Gen Xers with convenient BFY food and drinks
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- Figure 43: Attitudes and opinions about food, by gender, July 2009-Sept. 2010
- Many Gen Xers lead an active lifestyle
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- Figure 44: Sports participation in the last 12 months, by gender, July 2009-Sept. 2010
Leisure and Entertainment
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- Key points
- Most Gen Xers surf the internet often
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- Figure 45: Frequency of activities for entertainment, Jan. 2011
- Gen X women more likely to cook, listen to music, read, and shop “often”
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- Figure 46: Frequency of activities for entertainment, by gender, Jan. 2011
- Lower-income Gen Xers more likely to report engaging in at-home activities
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- Figure 47: Frequency of activities for entertainment, by household income, Jan. 2011
- Gen Xers spend the largest part of their leisure time watching television
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- Figure 48: Hours spent engaged in leisure activities per week, Jan. 2011
Electronics, Internet, and Information
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- Key points
- Gen Xers use internet to compare prices and find deals
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- Figure 49: Attitudes toward electronics, by gender, Jan. 2011
- Affluents more likely to compare prices online
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- Figure 50: Attitudes toward electronics, by household income, Jan. 2011
- Nearly two thirds of Gen X turn to internet first for information
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- Figure 51: Attitudes toward the internet, by gender, July 2009-Sept. 2010
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- Figure 52: Attitudes toward the internet, by household income, July 2009-Sept. 2010
- Gen Xers less likely to read printed newspapers because of the internet
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- Figure 53: How the internet has impacted life, by gender, July 2009-Sept. 2010
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- Figure 54: How the internet has impacted life, by household income, July 2009-Sept. 2010
- Figure 55: Daily and Sunday newspaper readership habits, July 2009-Sept. 2010
Advertising Awareness
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- Key point
- Many Gen Xers seem to overlook online advertising
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- Figure 56: Internet ad click incidence and ads leading to purchase incidence, by gender/age, July 2009-Sept. 2010
- Most Gen Xers overlook in-store advertising when shopping for food
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- Figure 57: Advertising referred to when shopping for food, by gender/age, July 2009-Sept. 2010
- In-store marketing more likely to influence nonfood purchases
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- Figure 58: Advertising referred to when shopping for nonfood items, by gender/age, July 2009-Sept. 2010
- Billboards most effective form of outdoor advertising
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- Figure 59: Advertising outside the home noticed in the past 30 days, by gender/age, July 2009-Sept. 2010
- Product placement can be an effective way to reach Gen X
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- Figure 60: Attitudes toward brand names in television and movies, July 2009-Sept. 2010
Attitudes Toward Advertising, Ethics, and Environment
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- Key points
- Most Gen Xers feel advertising is manipulative
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- Figure 61: Attitudes toward consumer ethics, by gender, Jan. 2011
- Affluent Gen Xers more likely to be cynical about corporations
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- Figure 62: Attitudes toward consumer ethics, by household income, Jan. 2011
- Most Gen Xers have green living aspirations
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- Figure 63: Attitudes toward the environment, by gender/age, July 2009-Sept. 2010
Impact of Race and Hispanic Origin
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- Key points
- Hispanic Gen Xers more concerned about economic matters
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- Figure 64: Change in concerns compared to last year, by race/Hispanic origin, Jan. 2011
- Retirement and credit cards primary concerns of Hispanics
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- Figure 65: Household primary financial concerns, by race/Hispanic origin, Jan. 2011
- Fewer Hispanic Gen Xers have health insurance, but more eat organic
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- Figure 66: Diet and lifestyle typical behaviors, by race/Hispanic origin, Jan. 2011
- Music, movies, and reading especially popular with Hispanics
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- Figure 67: Frequency of activities for entertainment, by race/Hispanic origin, Jan. 2011
Cluster Analysis
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- Practical Techs
- Demographics
- Characteristics
- Opportunity
- Informed and Balanced Bargainers
- Demographics
- Characteristics
- Opportunity
- Smartphone Enthusiasts
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 68: Gen X clusters, Jan. 2011
- Figure 69: Attitudes toward electronics, by Gen X clusters, Jan. 2011
- Figure 70: Non-work life priorities, by Gen X clusters, Jan. 2011
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- Figure 71: Attitudes toward consumer ethics, by Gen X clusters, Jan. 2011
- Figure 72: Diet and lifestyle typical behaviors, by Gen X clusters, Jan. 2011
- Cluster demographics
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- Figure 73: Gen X clusters, by gender, Jan. 2011
- Figure 74: Gen X clusters, by household income, Jan. 2011
- Figure 75: Gen X clusters, by race/Hispanic origin, Jan. 2011
- Figure 76: Gen X clusters, by marital status, Jan. 2011
- Figure 77: Gen X clusters by presence of children younger than 18 in household, Jan. 2011
- Cluster methodology
Custom Consumer Groups
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- Married parents more likely to compare prices online
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- Figure 78: Attitudes toward electronics, by marital status and presence of children, Jan. 2011
- Married parents want to avoid wasting time, spend more time with loved ones
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- Figure 79: Non-work life priorities, by marital status and presence of children, Jan. 2011
- Savings more likely to be a primary concern among married, parents
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- Figure 80: Household primary financial concerns, by marital status and presence of children, Jan. 2011
- Married couples and parents more likely to cook from scratch and seek healthier fare
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- Figure 81: Diet and lifestyle typical behaviors, by marital status and presence of children, Jan. 2011
- Younger Gen X men generally more likely to notice outdoor ads
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- Figure 82: Advertising outside the home noticed in the past 30 days, by gender/age, July 2009-Sept. 2010
Appendix: Other Useful Consumer Tables
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- Figure 83: Generational demographic comparisons, July 2009-Sept. 2010
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- Figure 84: Attitudes toward electronics, by education, Jan. 2011
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- Figure 85: Non-work life priorities, by education, Jan. 2011
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- Figure 86: Household primary financial concerns, by education, Jan. 2011
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- Figure 87: Attitudes toward consumer ethics, by marital status and presence of children, Jan. 2011
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- Figure 88: Change in concerns compared to last year, by marital status and presence of children, Jan. 2011
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- Figure 89: Frequency of activities for entertainment, by education, Jan. 2011
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Appendix: Trade Associations
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