Consumer gen x

GENERATION FLEX GENERATION FLEX Also Known as Generation X, X-geners, chemical generation, post consumm erists, Zap generation, boomerang generation.

Age Group: 25-40 Characteristics The first generation to grow up with dual-career and (often) divorced parents. They have seen the social and civic structures of their communities change dramaticall ly. They are inherently cynical and distrustful of authority and reject conformity, craving independence above all. Generation Flexers make good entrepreneurs, adept at multi-tasking and fast focused ways of working. They understand the media for they were the first post modern kids, switching on to a magpie approach to culture, picking and mixing to create their own universes.

Needs and Demands Favour products combining branded high style and design content with an ethical/ecological system of manufacturing. They are into loft living. Organic make up, high-priced bikes and the best olive oil. If they are not already self-employed entrepreneurs, they are lookk ing for laid back workplaces with flexible work policies. They want a lifestyle that combines a rewarding career with the time to enjoy it. They prefer products that save them time and shops with opening hours to suit their pace of life. Clothes and products should provide comfort, performance, mobility and flexibility for everyday use