Millennial is a hot button term in marketing these days. It seems to be the population that everyone wants to reach as much as possible. But what about all of the other generations like Generation X, which generally consists of those born just before the millennials. Gen Xers are now between the ages of 35-50, typically. There are also baby boomers, who are the people who were born in the birthing boom after World War II. Baby Boomers are reaching old age, and are generally between 50 and 70 at this point. Why are whole generations of people getting ignored by marketers? There are a few reasons.
First of all, there are just less of these other market segments. Market analysts believe that there are 83 million millennials, while there are only 77 million Boomers and 65 million Gen Xers. In addition, both those in Generation X and the Baby Boomers grew up in a time before there was the internet. Of course some members of these populations have adopted new technologies, but certainly not all of them, or even necessarily a large percentage of them. This leaves marketers scratching their heads as to how to reach these people in this age of web driven marketing.
The main problem with marketing to Generation X in particular is that many of these people who fall into the years that are categorized as Generation X do not actually identify with Generation X. This is different than Millennials or Boomers who are actually happy and proud to be part of their generation. Generation Xers are also less likely to consider their generation unique or special, according to some studies. However, it’s important to note that Gen Xers are currently at their peak income, while they are still working and building a family life, making them an ideal group for some products.
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