Table of Contents
Executive Summary
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- Who are Generation X?
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- Figure 1: Share of US population by generation, 2016
- Why are Gen Xers an important target?
- What makes Gen X unique?
- The issues
- Gen X men and women have different self-perceptions
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- Figure 2: Generation X’s perceptions of themselves, by gender, February 2016
- Health and money management are top goals for Gen X
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- Figure 3: Future goals, February 2016
- The opportunities
- Women looking to the future
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- Figure 4: Select future goals, by gender, February 2016
- Aging is more of a concern for younger Gen Xers
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- Figure 5: Attitudes toward the future - aging, by age, February 2016
- Gen X lags Millennials in their use of alternative services
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- Figure 6: Gen X behaviors, indexed to all, February 2016
- What it means
The Generation X Market – What You Need to Know
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- Generation X outnumbered by Baby Boomers and Millennials
- Gen X reflects the average in terms of racial diversity
- Similar to previous generations, Gen Xers are likely married
- Education a priority, but not all it was promised
- Gen X disproportionately affected by housing collapse
Generation X by the Numbers
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- Generation X is a small and shrinking population segment
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- Figure 7: Share of US population by generation, 2016
- Gen X reflects the racial diversity of the total US population
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- Figure 8: Generations, by race and Hispanic origin, 2016
- Figure 9: Sources of Hispanic population growth, by decade, in millions, 1970s-2014
- Wide majority of Gen Xers are married or divorced
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- Figure 10: Marital status, by age, 2015
- Educated Gen Xers are less optimistic about their degrees vs Millennials
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- Figure 11: Level of education completed, by generation, March 2016
- Gen Xers unlikely to be home alone
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- Figure 12: Single-person households as a percent of total households by generation, 2015
- Gen Xers are in their prime earning years
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- Figure 13: Median household income, by age of householder, in thousands, 2014
- Figure 14: How extra money is spent, by generation, January 2016
- Gen X still recovering from the housing bust
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- Figure 15: Rate of homeownership – difference from historical (1994-2004) average, by age group, 2005 and 2015
Key Trends – What You Need to Know
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- Outdoor brands look to connect with Gen Xers
- Gen X parents respond to ads featuring growing children
- Networks reach out to viewers attached to the cord
- Gen X looking for assistance meeting financial goals
- Many markets have overlooked Gen X
- Easy-to-use tech, low-cost health products can find a Gen X audience
What’s Working
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- Marketers drive Gen Xers outdoors
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- Figure 16: “The Weber Experience – Peter from Georgia,” video, 2013
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- Figure 17: Start Things Off Right – Peppers and Kids – Life Starts Here, Feb 2016
- Auto makers seek out Gen X parents
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- Figure 18: First Date – Hyundai Super Bowl Commercial, February 2016
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- Figure 19: Subaru Forester, Subaru Commercial, Making Memories (Extended), 2016
- Figure 20: Infiniti QX60 – Pool Party, April 2016
- Generation X relates to ads that show real people, with real flaws
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- Figure 21: Depend Real Stories, April 2016
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- Figure 22: Organic Balance: Real Morning Report, April 2016
- Figure 23: Our Song Commercial, UnitedHealthcare, March 2015
- Media outlets develop original programming targeted to Gen X
- Financial services prep Gen X with educational videos and realistic ads
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- Figure 24: Short-term financial goals, October 2015
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- Figure 25: Precious Few commercial, March 2016
What’s Not Working
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- Generation X mostly overlooked as a key demo
- Contraceptive brands fail to make a strong case beyond Millennials
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- Figure 26: Contraceptive use, by generation, April 2015
- Middle of the road retailers fall flat to fast fashion
What’s Next
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- Gen X can provide growth for digital platforms
- Health concerns take center stage
- Gen X in need of a financial plan
The Consumer – What You Need to Know
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- Gen X feel both responsible and realistic
- Health and finance dominate future goals
- Gen X feel comfortable in the present, yet optimistic for the future
- Gen X occupies a middle ground
- Compared to Millennials, Gen X lag on digital behaviors
- Gen X less reflected in advertising, and less interested
- All ages shopping online
Gen X Perceptions of their Generation
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- “Slacker” generation chooses “responsible” as their key attribute
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- Figure 27: How Generation X sees themselves, index to all, February 2016
- Gen Xers see others in their generation as similar to themselves
- Methodology
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- Figure 28: Correspondence Analysis – Perceptions of Generation X, February 2016
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- Figure 29: Perceptions of Generation X, February 2016
- Women see themselves as compassionate; men more well informed
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- Figure 30: Generation X’s perceptions of themselves, by gender, February 2016
- Black Gen Xers more confident than other groups
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- Figure 31: Generation X’s perceptions of themselves, by race, February 2016
Gen X – The Next Decade
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- Health is the top concern for Gen X
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- Figure 32: Future goals, February 2016
- Women set a variety of long-term goals
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- Figure 33: Select future goals, by gender, February 2016
- Urban dwellers more concerned with trends
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- Figure 34: Select future goals, by area, February 2016
- Parents looking for time management
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- Figure 35: Future goals, by parental status, February 2016
Attitudes toward the Future
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- Overall, Generation X is optimistic
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- Figure 36: Attitudes toward the future - status, February 2016
- Aging may be a concern, but not necessarily a fear
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- Figure 37: Attitudes toward the future - aging, February 2016
- Majority of Gen X have a good handle on technology
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- Figure 38: Attitudes toward the future - technology, February 2016
How Generation X Views Society
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- Generation X shows moderate support for social change
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- Figure 39: Views on society – all issues, by generation, February 2016
- Generation X shows mild support for changing family dynamics
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- Figure 40: Generation x views on society – family composition, February 2016
- Gen Xers show lukewarm support for a variety of issues
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- Figure 41: Generation X views on society – Social change, February 2016
- Gen X women more accepting of change
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- Figure 42: Generation X views on society – Social change, by gender, February 2016
Gen X Behaviors
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- Gen X lags behind digital leaders, Millennials
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- Figure 43: Gen X behaviors, February 2016
- Generations separated by language
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- Figure 44: Gen X behaviors, communicating with images, by generation, February 2016
- Affluent Gen Xers have more digital savvy
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- Figure 45: Gen X behaviors, by household income, February 2016
- Men and women have similar digital habits
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- Figure 46: Gen X behaviors, by gender, February 2016
- Western Gen Xers more familiar with alternative services
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- Figure 47: Gen X behaviors, by region, February 2016
Gen X Marketing Preferences
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- Generation X is less interested in most types of advertising
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- Figure 48: Marketing preferences, February 2016
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- Figure 49: Marketing preferences, Generation X indexed to all, February 2016
- Women want it all, and more
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- Figure 50: Marketing preferences, Generation X and Millennials, by gender, February 2016
- Urban Gen Xers more taken with aspirational ads
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- Figure 51: Marketing preferences, by area, February 2016
- Gen X parents more engaged in ads, overall
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- Figure 52: Marketing preferences, by parental status, February 2016
Attitudes toward Shopping, Trends, and Advertising
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- Online reviews important to all generations
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- Figure 53: Attitudes toward shopping, by generation, February 2016
- Gen Xers decidedly less “connected” than younger generations
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- Figure 54: Attitudes toward trends, by generation, February 2016
- Gen X are so over the Millennial generation
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- Figure 55: Attitudes toward advertising, Generation X indexed to all, February 2016
- Advertisers more in-step with parents
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- Figure 56: Attitudes toward advertising portrayals, by parental status, February 2016
- Free shipping more important to women, parents, and affluent Gen Xers
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- Figure 57: Attitudes toward shipping costs, by key demographics, February 2016
If Gen X Won the Lottery
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- Like most, Gen X dreams of vacation
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- Figure 58: How lottery winnings would be spent, February 2016
- Generation X will take the lump sum – spending on cars and homes
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- Figure 59: How lottery winnings would be spent, by generation, February 2016
- Black lottery winners invest in their cars and homes
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- Figure 60: Lottery winnings, by race, February 2016
- High- and low-income lottery winners would spend similarly
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- Figure 61: Lottery winnings, by household income, February 2016
Willingness to Purchase Online
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- Opportunity for online retailers to target Gen X
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- Figure 62: Willingness to purchase online, February 2016
- Parents are key audience for online retailers
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- Figure 63: Willingness to purchase online, by parental status, February 2016
- Opportunity to capture a male audience for online food and beverage
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- Figure 64: Willingness to purchase online, by gender, February 2016
Gen X Perceptions of Quality
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- Gen X not swayed by fancy packaging
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- Figure 65: Perceptions of quality, Generation X indexed to all, February 2016
- Women more receptive to communications around quality
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- Figure 66: Perceptions of quality, by gender, February 2016
- Craftsmanship is key for older Gen Xers
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- Figure 67: Perceptions of quality, by age, February 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Generations
Appendix – Market
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- Figure 68: Population by generation, 2011-21
- Figure 69: Generations, by race and Hispanic origin, 2016
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- Figure 70: Marital status, by age, 2015
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