Five keys to marketing to Generation X

If you own a business, you'll know that marketing is going to make or break you. You've simply got to have a sophisticated marketing approach to so many things. You've got to be aware of what people want when they want it; you've got to be aware of how people want it. And when it comes to marketing you can't simply think of people as a big, bland, uncomplicated lump; you can't approach all people the same; you've got to go inside the cultures within a culture and target each one specifically; otherwise, you're in real trouble. Businesses that do really well are businesses that know people in general, people as cultures, and people as individuals. One culture that we'd like to consider today is Generation X.
Now, why should we think of Generation X as a culture? Easy: Study after study has shown that Generation X (that is, people born between the 1960's and the 1980's) tend to take similar approaches to important issues like religion, patriotism, music and art and entertainment, and so forth. In other words, if you come up with a great marketing campaign for the Generation Xers in California, the likelihood is that you'll appeal to the Generation Xers in New York as well. It some ways your job is made easier knowing this. Let's consider five keys to marketing to Generation X.

1. Studies have tended to paint Generation X as a sort of pessimistic group. That is, studies have shown Generation X to have a pretty grim outlook when it comes to war and peace, religious conflict, and so forth. What can you, as a marketer, as a businessperson, do to key into this important characteristic? For one thing, you can do some homework and learn what specific media Generation X has (1) created and (2) responded excitedly to. For example, let's say that you do a little research and you learn that grunge music is considered a major contribution of Generation X to pop culture. First your assignment would be to learn what grunge music is, what its characteristics are, and so forth. Then you'd have to think of a way to weave those things into your marketing campaign. This could include using models who have a grunge scene look, using grunge music in your presentation somehow, and so forth.
2. Here's another key to marketing to Generation X. Generation X has been known to think pretty highly of itself. That's pretty common, though; most groups tend to think that they have certain advantages over others, whether it comes to tradition, education, outlook, political orientation, or whatever. The word that we're trying to get at here is: Flattery. Appeal to Generation X's ego. Tell them they're the coolest thing to come around in a long, long time. Assure them that, even though their influence isn't what it was (say) ten years ago, they still offer society a crucial point of view and they still have great contributions to make.
3. Another key to marketing to Generation X is: Nostalgia. What is nostalgia? Why is it a key to marketing to Generation X? First of all, nostalgia is that feeling you get when you think about your childhood or adolescence or those first years of your marriage (etc.) with affection and longing. Nostalgia can even be a little sad sometimes, it can be bittersweet. The reason that nostalgia can work well as a marketing key with Generation X is (1) Generation X has been shown to be extremely susceptible to nostalgia, and (2) nostalgia tends to work every time, no matter what group you're considering. Therefore, you should include things in your marketing campaign that Generation X is particularly fond of, but that are in the past. Try to remind them of the good old days. If you can make them identify your product or businesses with "the good old days," your battle is already halfway won.
4. Another key to marketing to Generation X is to appeal directly to it. Be bold, be brazen. Say, in effect: "Hey, Generation X, we want your business! We like you! We want you, Generation X, to be associated with us!"
5. Finally, a key to marketing to Generation X is to think of Generation X's children. Lots and lots of Generation Xers are parents, after all. You've got to appeal to their specific values when it comes to advertising to their children. You've got to make them see that your business is something they can trust when it comes to their families; you want to help them to maintain their unique and special values.

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