News & Insights

Why Generation X is Important

October 21, 2015

Generation X is the generation that resides between two of the most influential consumer segments of this day and age, Millennials and Boomers. Because of this placement, Generation X has often been referred to as the “neglected” or the “stuck-in-the-middle” segment.

However, the adults that make up Generation X (those born between the early 1960’s and 1980) should not be overlooked. In fact, these “Gen Xers” are still a force to be reckoned with.

Here are a few reasons why:

They are driving e-commerce.

While younger generations are known for their preference for online shopping, Gen X shoppers should not be ignored. Gen Xers typically have higher incomes, which makes them desirable. Additionally, according to a recent study by BI Intelligence, there is a disproportionate share of middle-aged Americans that shop online. In fact, 23% of online shoppers are between the ages of 35-44, while just 18% of the US population is that age.*

They love technology, but are comfortable without it.

They are the first generation to integrate social media into their daily lives. However, unlike Millennials (who tend to share more online and who have grown up doing so), Gen Xers remember a time when technology wasn’t as present. With that said, Gen Xers are adaptable, and can serve as an important bridge between Boomer and Millennial communication styles.

They are key decision makers and important influencers.

While they might be “stuck-in-the-middle” of Boomers and Millennials, this shouldn’t be viewed as a negative position. As older Boomers explore elder care options, many Gen Xer children lend support and are involved with important life stage decisions for their parents. Additionally, as more Millennials enter the workforce, Gen Xers can offer valuable insight and mentorship opportunities that can yield a diverse perspective.

While generational differences will always exist, it is important to understand the unique value that each generation offers. In doing so, there is a greater opportunity to collaborate and connect.

*Source: Business Insider