Generation X
Generation X. The baby boom was followed by a “birth dearth,” creating another generation of 49 million people born between 1965 and 1976. Author Douglas Coupland calls them Generation X because they lie in the shadow of the boomers and lack obvious distinguishing characteristics.
Generation X
The 45 million people born between 1965 and 1976 in the “birth dearth” following the baby boom.
The Generation Xers are defined as much by their shared experiences as by their age. Increasing parental divorce rates and higher employment for their mothers made them the first generation of latchkey kids. Although they seek success, they are less materialistic; they prize experience, not acquisition. For The Generation Xers are defined as much by their shared experiences as by their age. Increasing parental divorce rates and higher employment for their mothers made them the first generation of latchkey kids. Although they seek success, they are less materialistic; they prize experience, not acquisition. For many of the Gen Xers that are parents, family comes first—both children and their aging parents—and career second.14 From a marketing standpoint, the Gen Xers are a more skeptical bunch. They tend to research products before they consider a purchase, preferring quality over quantity, and they tend to be less receptive to overt marketing pitches.
Once labeled as “the MTV generation” and viewed as body-piercing slackers who whined about “McJobs,” the Gen Xers have grown up and are now taking over. They are increasingly displacing the lifestyles, culture, and values of the baby boomers. They are the most educated generation to date and they possess hefty annual purchasing power. However, like the baby boomers, the Gen Xers now face growing economic pressures. Like almost everyone else these days, they are spending more carefully.
Still, with so much potential, many companies are focusing on Gen Xers as an important target segment. For example, unlike Ameriprise Financial, which targets baby boomers, Charles Schwab recently launched a campaign targeting Gen Xers.
Most Gen Xers are woefully behind in saving for retirement—and they worry about it. Still, nearly half of Gen Xers say they are so saddled with debt or live on such tight budgets that they can’t even think about saving. Recognizing these pressures, Schwab has started offering solutions linked with this generation’s approach to savings. For example, it has lowered account minimums to $1,000 and offers a high-yield checking account linked to a brokerage account. “If they can start with a checking account, they can invest easily over time,” says a Schwab marketing executive.To engage Gen Xers, instead of talking about “portfolio diversification” or “free trades,” Schwab’s “Talk to Chuck” advertising campaign focuses on everyday issues, such as saving for a home or paying down college debt. By speaking to Gen Xers in their language, Schwab makes investing a viable option for these “savers.” The campaign avoids the business and finance publications traditionally used by financial services advertisers, instead concentrating on lifestyle publications in the area of parenting, home, fitness, and style. Digital media also concentrate on lifestyle platforms. Schwab places ads on baby shower sites, children’s party invitations on Evite.com, mortgage calculators on BankRate.com, and Gen X–oriented entertainment on travel areas of Yahoo! and AOL, along with Wi-Fi sponsorships in airports and sponsorship of MSN’s instant messaging platforms. National television ads and a Web site, www.schwabmoneyandmore.com, support the overall communications effort. The result: Six months into the campaign, younger investors new to Schwab increased 118 percent over the previous year.
marketing: an introduction for education management corporation,10 edition"page 72"
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