How Gen X Interacts With Paper Who is Gen X Generation X is de ned as anyone born between 1965 and 1980. Here are several insights on how and why print media can be so e ective with this overlooked generation. 31 % of U.S. income is produced by Gen X despite representing just 25% of the population, according to Forbes. 36 % have college degrees which means Gen X may hold positions with purchasing power in an organization. (Forbes) 54 % are frustrated that brands continually ignore them, according to PR Daily. Big Spenders According to the US Department of Labor, Gen X outspends other generations on housing, clothing, eating out and entertainment. Loyal Many saw their parents struggle with nancial hardships, so Gen Xers are cynical and slow to trust by nature, but they tend to be quite loyal to brands that have earned their trust.
How Do They Feel About Print? They like the tangible • 46% keep promotional mail pieces for future reference. • 84% use a physical method (like a circular or postcard) to follow promotions. They check for mail • 86% check their mailbox daily. • About 72% still receive paper copies of their bills and bank statements. • 70% of this generation uses coupons on direct mail pieces. They straddle the digital divide • An omnichannel marketing strategy that combines digital marketing with traditional methods (like direct mail, print ads, and events) can be highly e ective. • Make sure you provide a seamless and consistent brand experience across all platforms. They appreciate authenticity • 85% of Gen X say authenticity is important when deciding what brands they like and support. • Gen X’s famed skepticism translates to a real dislike of shallow brand promises. • They value reviews, testimonials, and word-of-mouth recommendations – made even more credible with print. 5 Tips for Marketing to Gen X: 1. Employ an omnichannel approach that integrates online and o ine channels, including email, social media, and direct mail. 2. O er loyalty programs or incentives that reward continued business, as Gen X appreciates feeling valued by brands they patronize. 3. Use data analytics to understand individual preferences and tailor your marketing messages accordingly. 4. Showcase how products or services can help achieve a better work-life balance, saving time, reducing stress, or providing convenience for family-related responsibilities. 5. Transparency is key, so provide detailed product information, honest advertising and customer reviews or testimonials in your marketing. Sources: Print Response with Direct Mail (Pel Hughes) | Forbes | Direct Response Media Group | US Department of Labor | PR Daily
