7 Gen X Traits To Know In 2024

Who’re Gen X?

Born between 1964 and 1982, Gen X – AKA Era X – are sandwiched between millennials and child boomers, two teams that are likely to get much more consideration. Because of this, poor previous Gen X may be uncared for by entrepreneurs, which in flip means manufacturers are lacking out on probably beneficial alternatives.

Step one to placing this proper is to know Gen X in additional element, so on this weblog we’ll discover their key traits and clarify why they’re an viewers value partaking with. 

Key Era X traits 

1. Additional cash than you assume
2. Motivated by worth 
3. Excessive model loyalty
4. Unlikely to keep away from adverts
5. Into holistic well being
6. Like good house merchandise
7. Fluid social media habits 

1. Era X have more money than you assume

It’s usually assumed child boomers have extra disposable revenue than youthful generations. Whereas there’s loads of fact in that, Gen X shouldn’t be underestimated. They’re 22% extra probably than child boomers to take a seat within the excessive revenue section.

One factor for manufacturers to remember is that even when Gen X shoppers are flush, they’re cautious with their money. Within the Netherlands and the UK specifically, Gen X paved the way in saying they’re good at managing cash. 

This cautious method reveals of their purchasing behaviors. Gen X are extra probably than different generations to make use of value comparability web sites, that are additionally their high place for product discovery. They’re additionally 6% extra probably than shoppers in different generations to analysis a product on-line earlier than shopping for it. 

2. Era X are motivated by worth 

For Gen X, worth goes past what’s written on a price ticket. Aggressive pricing remains to be necessary in fact, however in addition they search for additional advantages from their purchases. 

In EU markets, value is the highest issue for Gen X when selecting an vitality provider, however not the one factor they contemplate. Different necessary influences embrace suggestions from family and friends (+16%), data from comparability websites (+14%), and trustworthiness of the provider (+9%). Gen X aren’t simply searching for the most cost effective possibility, they’re additionally searching for a supplier they will belief. 

Equally, value is the primary driver when shopping for family merchandise, however efficiency additionally issues. In reality Gen X goals to strike a steadiness between preliminary cost-saving and longer-term components like sturdiness and effectivity which have the potential to make their cash go additional. 

3. Era X have excessive model loyalty 

Gen X are 11% extra probably than common to make use of loyalty packages. They’re additionally simply as probably to decide on a less expensive, own-brand product as they’re to pay extra for a reputation they know and – in comparison with youthful generations – to say they’re loyal to manufacturers they like. 

That’s notably the case within the US, the place over half of Gen X say that after they discover a model they like they keep it up, and over 4 in 10 say that there are some manufacturers they’ll at all times purchase from. You possibly can’t get extra loyal than that.

4. Partaking with Era X means being upfront about services

For any model trying to promote to Gen X, there’s one overarching attribute to remember: they’re the era least prone to say they attempt to keep away from all sorts of promoting (simply 17% say this) and are 8% much less probably than common to make use of ad-blockers.

Keep in mind, nevertheless, that after Gen X do uncover a brand new services or products, they’re unlikely to purchase on impulse. Outdoors of China and India, they’re 7% extra probably than the typical shopper to analysis a product earlier than shopping for it. Additionally they stand out for locating new manufacturers and merchandise by comparability websites, brochures, and in-store shows or promotions.

A key takeaway to recollect right here is that manufacturers want to supply detailed data wherever Gen X go to find merchandise and start their buy journey. 

This might take the type of detailed product descriptions that spotlight key options, specs, and advantages, which – given Gen X’s emphasis on loyalty and belief – may assist construct long-term relationships. 

5. Era X are into holistic well being

Over a 3rd of Gen X are fascinated with diet, with the quantity who say this rising year-on-year. They’ve additionally began prioritizing very particular components of their weight loss program; the quantity who say probiotics are necessary to them, or are searching for low carb and sodium choices, have all ticked up within the final 12 months.

This holistic method to well being, wellness, and diet manifests as an curiosity in different medicines and therapies. Over a fifth of Gen X say they’re eager, 19% greater than the typical shopper. 

Past weight-reduction plan and drugs, Gen X are additionally utilizing tech to trace their well being, making them a key viewers within the wearables market. Since 2021, the variety of Gen X-ers shopping for good watches has elevated 28%. 

Backside line? Gen X aren’t fascinated with only one aspect of well being, as an alternative they’re interested by the entire physique. Meaning any well being model aiming to interact with them ought to place themselves holistically. 

6. Era X like good house merchandise

We hear so much about how youthful generations are extra tech-savvy than older generations, however simply because Gen X didn’t develop up as “digital natives” doesn’t imply they’re not good with tech. In reality they really feel assured embracing new expertise, and over a 3rd actively observe the newest expertise traits and information. 

Take their curiosity in good house tech. Since 2021, good TV purchases are up 13%, and good house merchandise are up 19% amongst Gen X-ers. Over half of Gen X additionally personal some type of good safety product – up 11% since early 2022. 

For manufacturers, it’s necessary to consider Gen X’s wants right here; 80% of them personal property, and within the US they’re 12% extra probably than the typical home-owner to be planning house renovations within the subsequent 6 months. Each these insights imply issues like good safety and leisure merchandise are on their radar.

7. Era X have fluid social media habits 

Whereas Fb is Gen X’s most-used platform, the quantity logging onto completely different social websites is rising, with Reddit their fastest-growing service.

The way in which Gen X makes use of social media can be altering. Take the rising curiosity in Reddit we simply talked about; it’s a platform the place many go to discover a group or get a second opinion. As we’ve seen, researching merchandise earlier than they purchase is a key Gen X attribute, and over 1 / 4 use Reddit to search out the knowledge they search. In parallel they’re more and more seeing social media as a purchasing platform reasonably than a purely social house.

One key market the place Gen X makes use of social media analysis is magnificence. The variety of Gen X following magnificence specialists is up 5% since Q1 2023, whereas the rise of Gen X and child boomer magnificence influencers has additionally had an impact. On account of all this, extra magnificence manufacturers are advertising merchandise particularly in direction of older audiences.  

So manufacturers must be on the platforms that Gen X are utilizing, and in the event that they’re selling merchandise, they should do not forget that particulars matter; offering as a lot data as they will from trusted sources may win over new Gen X shoppers.

Closing ideas on Era X

Gen X has vital spending energy, and as they take extra curiosity in ecommerce and social purchasing, manufacturers want to search out methods to achieve them – whereas additionally recognizing their distinctive traits.

A key factor to recollect is Gen X-ers do their homework, whether or not that’s on-line analysis or asking friends. If manufacturers can meet Gen X-er the place they’re and supply clear data, they’ve an excellent likelihood of successful an viewers of advocates with the loyalty to stay with them over the long run.