PickFarm Stand for Something

In other words, companies marketing to millennials shouldn’t shy away from social issues including sustainability and diversity.

Although addressing potential controversial topics is tricky for brands, younger buyers today expect companies to take a stand on social issues important to them.

Patagonia is a brand who has historically pushed their values to the forefront of their business, and built a lot of brand advocacy because of it.

Generation X Demographic Summary

Anyone born between the years 1965 and 1980 is considered a member of Generation X. Packed tightly between loudmouth Baby Boomers and Millennials, Gen Xers are often dubbed America’s neglected “middle child.” A Pew Research report from 2014 highlighted some trends between Baby Boomers, Generation X, and Millennials which found Gen Xers to fall in the middle of just about everything, like the number of Facebook friends and patriotism while calling themselves the least distinct generation of the three.

Here is a quick summary of the unique demographic traits:

• Consumers born between the mid-1960s and the early-1980s

• they are at their highest-earning years and are on their way to reaching the top of their profession

• Generation X currently makes up 31% of the total U.S. income

• They tend to share some qualities of Millenials and also some of Baby Boomers

• Gen X loves social media — 95% of them use Facebook

• 72% of Gen Xers use the internet to research businesses

• 35% of Xers in the U.S. have college degrees, compared to only 19% of Millennials. This means that they tend to hold more powerful positions in organizations

They prefer marketing that is more personal and authentic

Most Gen Xers are now parents and prefer to consume media that reflects their values. They also prefer brands who are authentic. Be transparent and don’t hide agendas or values from this generation — they will see right through it. Try to be forward with your intentions, no “smoke and mirrors.”

Keep it personal

Appeal to Gen Xers by rooting conversations in real-world possibilities by showcasing everyday life and situations. Keep the sales tactics to a minimum — this is a big no-no for this generation.

They’ve seen a lot

Gen X (as a whole generation) has been through the moon landing, the Cold War, the internet revolution, the Y2K crisis and everything in between. They have seen a lot of ads and been the target of a lot of marketing, which means having an authentic message throughout your marketing is very important.

Have great customer service

Provide timely responses and rectify any issues immediately. If you provide a great experience, Gen Xers are likely to become repeat customers and provide positive reviews.