Most marketers are familiar with the concept of advertising to different generations. Marketing to Generation X, Baby Boomers, Millennials, and Generation Z are common topics in boardrooms globally. While they may not be the demographic marketers look to for the latest cultural trends, Gen X has some serious buying power. In fact, in 2021 Gen X spent the most money of any U.S. generation, with an average annual expenditure of roughly USD $83k. So while all generations deserve your attention, Generation X marketing has become an essential focal point.

In this article, we’ll take an in-depth look at the characteristics of this powerhouse generation and help you discover how to market to Generation X using various strategies.

Who is Gen X?

Before you can begin marketing to Generation X, it’s a good idea to build a solid understanding of their interests, habits, and characteristics.

Gen X are the generation that followed the Baby Boomers. Born anytime between the mid-60s and early 1980s, they make up a small generation compared to their predecessors and the Millennials that followed them. But small doesn’t equal insignificant. In the U.S., Gen X makes up almost 20% of the national population, and they have the highest disposable income of any generational group. According to the US Labor Department, they outspend every other generation on housing, clothing, dining, and entertainment. To learn how to market to Gen X effectively, however, you’ll need to dig much deeper into that buyer persona. We don’t all share the same personality traits, no matter what generation we’re from, but there are several shared characteristics that bind Gen Xers together.

7 Generation X marketing characteristics

Here are 7 Gen X traits you should know about before planning your next Gen X marketing campaign.

1. They are technologically adept. Gen Xers bridge the technological gap between traditionally less tech-savvy Baby Boomers and Millennials.
2. They are active on social media. According to Pew Research, 76% of Gen X use social media, while earlier research by Statista suggests 77% are active users of Facebook, 40% use Instagram, and 34% have a LinkedIn account
3. They like video. Seventy-five percent of Gen X-ers download or stream video content at least once a month.
4. They are educated. About three in ten Gen Xers (29%) had a bachelor’s degree or higher by the age of 37, compared to roughly a quarter of Baby Boomers when they were the same age.
5. They are loyal. Research shows that brand loyalty is highest among Gen X consumers.
6. They are nostalgic. In a Google survey, 75% of Gen X participants said they prefer watching and listening to content focused on events, people, or music from the past.
7. They feel overlooked. With most marketing strategies focused on targeting Millennials and Gen Z, many generation X consumers feel overlooked by brands and marketers, despite having the most significant spending power.

10 strategies for marketing to Gen X

So, how do advertisers account for these characteristics in their Generation X marketing strategies? Here are 10 ways you can tailor your efforts to capture the spending power of this lucrative market.

1. Use ad targeting

Because they often feel invisible to brands, a broad, one-size-fits-all approach doesn’t usually equate to ad success with Gen Xers. Instead, use consumer insights and data-driven metrics to create ads that are tailored to them. When you advertise on Spotify, you can use audience targeting to filter by multiple variables, in addition to age, to boost the efficiency of your generation X marketing.

2. Offer discounts

We all love a good bargain, but Gen X grew up in the golden age of coupons when discount offers in newspapers and magazines were commonplace—so they expect one as first-time buyers. Offering a discount on their first purchase or subscription renewal is a great way to get Generation X consumers onboard with your brand—and keep them there.

3. Create a loyalty program

Capitalize on the Gen X tendency toward brand loyalty by offering a reward program that encourages repeat purchases. It doesn’t have to be a straight-up discount. It can be anything that adds value. Examples include free shipping, referral bonuses, free samples, or a monthly newsletter keeping them up to date with company news and special deals. Even a thank-you email can go a long way to improve the Gen X perception of your brand and its values.

4. Use testimonials

Gen Xers like to know other people have already had positive brand experiences with a company before they commit to making a purchase. Testimonials are therefore likely to be a more effective generation X advertising technique than using jingles or personified ads.

5. Respond to reviews

Gen X will take the time to sift through reviews before making a purchase, and read management responses to reviews. Ensuring your online profile has as many positive reviews and thoughtful responses as possible will help instill trust and confidence. Plus, the more Google reviews you have, the better your search engine rankings will be.

6. Keep it personal

Research shows that Gen Xers are drawn to ads that showcase everyday life and real-world situations. Context is therefore key. By marketing to generation X using Spotify ads, you can leverage contextual targeting as your audience goes about their day—whether they’re in the car, at the gym, chilling out, or cooking up a family meal in the kitchen.

7. Use videos

Appeal to Gen X consumers using video ads that paint a picture of your brand’s story and showcase your products and services. The real-world narrative helps them find context and value in your product offering in a more meaningful and personalized way than relying on static images or large blocks of text. Tapping into video channels as a medium is a great way to reach viewers.

8. Play on nostalgia

Use your Gen X marketing campaigns to take consumers on a trip down memory lane. For example, when running ads on Spotify, you could include vintage imagery, a reference to a past event, or an old-school soundtrack that will evoke nostalgia. For example, running podcast ads that sound like radio ads from the ‘70s and ‘80s could be an effective method for marketing to Gen X.

9. Appeal to security and protection

Safety, security, and protection are among top concerns for most consumers. In your marketing, address likely concerns, and show them you are a safe and trustworthy brand by having a clear returns policy and offering extras like pre-paid returns labels, or free return shipping guarantees.

10. Provide excellent customer service

When all’s said and done, nothing counts more than excellent customer service—and providing consistently high levels of it is one of the best Generation X marketing strategies you can adopt. If you respond quickly and rectify issues promptly, it’s much more likely your Gen X customer base will become loyal brand ambassadors.

Reach your audience with Spotify

Does Spotify Advertising feature in your strategy for marketing to Generation X? Reach your customer base when they’re immersed in the digital audio content they love—and primed to hear about brands that appeal to their interests. Our self-serve advertising platform is simple and easy to use, and our first-party data and streaming intelligence provide all the insights you need for comprehensive audience targeting. Setting up your Spotify advertising account takes just a few minutes, and you can launch campaigns for as little as $250.