Writing for MarketingProfs, Dave Sohigian looks at how to market to Generation X, showing how the former slackers have become cynical parents who hold a lot of sway over their kids. Ranging in age from 28-48 years old, many Generation Xers are now parents to Millenial kids born after 2000. Sohigian sees a stronger bond and ability to relate between this set of parents and children than the previous generation. He pinpoints part of it to the independent minded Gen Xers who still show little faith in institutions, and as a result tend to be more protective of their children.
That nurturing has established a bond that Sohigian thinks marketers need to take into consideration. In-fact when it comes to products and purchase decisions, he sees a symbiotic bond between the two generations. It s one where parents are as likely to look to their children for advice on products as vice versa. He pinpoints one important consideration by marketers targeting GenXers or their children: brand and message products in a way that plays to their nurturing relationship and resonates with both.
Read more at MarketingProfs.
