The consumer motivations of Gen X – often overlooked by marketers

Grace Francis

Generation X spends a third more on products and services than millennials, but are still often overlooked by marketers.

Squeezed between boomers and millennials, Generation X don’t get enough attention from marketing professionals. With limited expendable income and mental availability, it is easy to understand why they are often the last on the list of marketers.

Typically born between 1965 and 1980, Generation X’ers present a sizeable marketing opportunity. Despite being named the “slacker generation,” Generation X enrolled in higher education in record numbers and, today, they are spending a third more than millennials on products and services. They also produce 31% of total US incomedespite representing a mere 25% of the population. Given that this earning...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands