In the next installment of our generational marketing series, we’re exploring the preferences and perspectives of Generation X.

It’s generally agreed that Gen X includes those who were born between 1965 and 1980 – meaning the youngest of the group are in their mid-forties, and the eldest are just entering their sixties.

While this middle-aged generation possesses substantial buying power and has been longtime members of the workforce, with many now assuming leadership positions, Gen X is often referred to as the “forgotten generation”. This is due in part to their relatively small size, especially compared to the massive Baby Boomer and Millennial generations that came just before and after them.

Members of Gen X tend to be more stressed on average than their neighbouring generational cohorts, and they are not as financially well-positioned as Baby Boomers. Many Gen Xers are balancing multiple priorities, from caring for their children and aging parents to balancing their own careers. All of this while also navigating numerous world events and significant technological advancements throughout their adult lives.

Gen X grew up at a time of hands-off parenting with minimal supervision. They strongly value individualism and recognize the importance of hard work, but also of a healthy work-life balance, with family life being a strong priority. Gen X tends to be highly educated, and while some of them have adopted technology more readily than others, they generally tend to be quite comfortable with it.

Gen X can easily be found on social media, and they are particularly big fans of video content. In fact, 90% of YouTube users fall into the Gen X age cohort, making it a fantastic online channel to reach a Gen X audience. Gen X is also reachable through email marketing and offers, as well as more traditional channels like television and radio.

Overall, the Gen X are less trusting of brands than Baby Boomers, and they tend to be cautious with their money. They may be a tough group to convince to try a new product, preferring to stick with what they know. To effectively reach Gen X, it’s recommended to use honest and straightforward messaging. Gen X highly values word-of-mouth recommendations and also appreciates a clear path to purchasing.

How we’d use promo to reach them:

When it comes to promotional products, Gen X are big fans. In ASI’s 2023 ad impressions study, they emerged as owning the most promotional products out of all the generations. As an internally diverse generational cohort, their particular interests vary, and promo certainly won’t be one-size-fits-all. However, health and safety-related products, tech accessories, and outdoor accessories like cooler bags are a good place to start. These items speak to Gen X’s practical nature and appreciation for function, offering long-term value they can use in their busy day-to-day lives.

Promotional products, especially those that can be used in public or in group settings, can be an effective way to reach members of Gen X. One of the strengths of promotional products is their ability to stimulate natural conversation with others about the brands that they represent. This is a huge benefit when targeting Gen X audiences who hold skepticism for new brands, but highly value word-of-mouth recommendations