Generation X
The sandwich generation
Born between 1965 and 1979, Generation X is often overlooked in marketing efforts despite their significant economic influence and unique position in the lifecycle.
#1
Demographic and economic profile
Generation X make up 22% of the European population and 36% of the European active workforce.
Source: CBI - Centre for the Promotion of Imports
Gen X often face financial pressures due to dual caregiving responsibilities for children and aging parents.
of Gen X expect to retire later than anticipated, with 40% planning to work part-time after retirement.
Source: Prudential
CASE STUDY
EasyJet "Grans Go Free"
EasyJet's "Grans Go Free" campaign recognized Gen X's role as the "sandwich generation." The promotion allowed grandparents to travel for free when booking a family holiday, addressing Gen X's desire to balance family responsibilities with leisure.
#2
Health and wellness
of Gen X have a diagnosed chronic illness, indicating a strong need for health-focused products and services.
Source: The New Consumer & Coefficient Capital
Menopause is a significant health concern for women in this cohort, with 18% considering quitting their jobs due to symptoms.
Source: Simplyhealth
More holistic view of health, with 20% greater interest in alternative medicines and therapies compared to other generations.
Source: GWI
CASE STUDY
Bayer's Age Factor App
Bayer developed the Age Factor App, offering customized supplements to slow down the aging process. This approach appeals to Gen X's interest in proactive health management and personalized solutions.
#3
Digital behavior
Active on social media, particularly Facebook and LinkedIn.
7%
more likely to research products online before purchasing compared to other generations.
Source: GWI
Prefer longer, more informative, less salesy content from brands.
CASE STUDY
L'Oréal Age Perfect Rosy-Oil Serum
L'Oréal's campaign for Age Perfect Rosy-Oil Serum featured ten 45+ influencers, recognizing Gen X's preference for relatable, age-appropriate social media content. This strategy effectively engaged Gen X consumers on platforms they frequently use.
Marketing implications
- Focus on health benefits and functionality in product offerings, particularly addressing stress, sleep, and age-related concerns
- Use educational content to explain ingredients and benefits
- Develop loyalty programs with tangible rewards to appeal to their value-conscious nature
- Partner with respected Gen X influencers for long-term ambassadorships