We’ve covered direct marketing to Millennials, as well as how to appeal to the senior demographic.
But there is are other demographics and cohorts that are worth your attention, too.
One of them is Generation X.
Who is Generation X, exactly?
According to a study by Pew Research, Generation X is the ignored middle child, stranded between two larger and more distinctive generations: The Baby Boomers and the Millennials.
Currently ranging in age from 34-49, Generation X is in the thick of their professional lives and family-rearing years. They are less diverse than the Millennials, but far more diverse than the
And studies have shown that 77% of them have made a purchase through direct mail.
That’s a huge percentage, and it proves that targeting Generation X is worth considering, especially if you’ve had success with Millennials.
Let’s take a deeper dive into some characteristics of this often-forgotten, yet hugely important demographic.
Generation X: The Cautious Shopper
Members of Generation X were either young adults just starting out or were well-established in their careers with a lot to lose when the Great Recession hit in the late 2000s.
As a result, they are cautious with their money, and exceptionally pessimistic about their hopes for retirement.
This might be in part because Generation X was hit hard by the Great Recession; many lost homes and portions of their savings.
It also might be a response to the current economic landscape, as well as the general financial strains of middle age (paying for a house, saving for children’s education, etc.).
Gen X members are skeptical of products with too-good-to-be-true claims, and react well to money-back guarantees and risk-free offers.
If you can offer guarantees or free trials, you’re already ahead of the game with this demographic.
Generation X Is On Social Media
Yet another study from the Pew Research Center showed that Generation X is almost as present on social media as the Millennial generation.
They far outpaced their Boomer counterparts with social media use.
This makes them prime targets for integrated direct marketing and digital marketing efforts.
QR codes, promotion of your social media accounts, and even hashtags are a great way to appeal to Generation X and integrate your marketing efforts towards them.
Generation X Has Money to Spend
Gen X members are in the midst of their peak earning years, and have plenty of money to spend.
Some say Generation X, though smaller than the Boomers or the Millennials, have more wealth than either generation.
Recent studies have estimated that Generation X will control 31 percent of the wealth by the year 2030.
That’s 11% more wealth than the Millennials are expected to control by the same time, despite being the larger demographic.
This is clearly a generation that has money to spend.
Getting them to spend it is up to you to figure out.
Creating Direct Mail That Gets a Response
Targeting particular demographics is easy when you have segmented lists at your fingertips.
AMi Inc.’s list acquisition services will help you find the audience you’re looking for, and provide the tools and services you need to market to them.
Contact us today to learn more about how we can help you succeed.