In one of our recent Hello Frances Podcast episodes, guests from Generation X discussed their age group stereotypes, preferred communication methods, how they differ from other eras, and more. Although this episode gives insight into their generation, we’re taking it a step further today by using their discussion and research to help you effectively market to Generation X. 

1. Be direct. 

As the smallest generation, the group that grew up with the highest percentage of divorced parents, and the era known as the “latchkey kids”, this generation often feels ignored. If they are a part of your target audience, let them know you are talking directly to them. They appreciate straightforward, open, honest communication. By letting them know how your product or service can benefit them as individuals, they are more likely to want to do business with you. 

2. Appeal to security. 

Generation X tends to be cautious, hesitant, and skeptical when making purchases. If you want to garner business from this era, make them feel secure with their purchases by offering return guarantees, lax return policies, and other perks for doing business with your company. 

3. Use reward programs.  

Once companies have appealed to Generation X and the customers feel secure in your relationship, they are very likely to continue to do business with you. According to RevLocal, Generation X has the highest brand loyalty across all generations. To keep ongoing relationships use reward programs. These are a great way to ensure customers continue to come back time and time again. 

4. Incorporate nostalgia. 

As analog kids and digital adults, generation X loves nostalgia. They are tech-savvy enough to know how to access shows, music, and movies they enjoyed many years ago and this love for reliving fond memories is a great marketing strategy that will attract this age group. If you can, incorporate sentimental remembrances while targeting this demographic.

5. Give details. 

This generation reads reviews, watches tutorials, and thoroughly researches products and services before making a buying decision. They want more context when learning about businesses than their younger counterparts with short attention spans.