Generation X spans those born between the mid-60s and early 80s. They are the ones with the highest average incomes in the United States.
Marketing to Gen Xers requires a totally different approach than targeting Millennials, who practically live their entire lives online. According to a poll conducted by YouGov on behalf of MarketingCharts, TV ads and word-of-mouth are the most important purchase influencers for Generation Xers, beating any type of paid online advertising by a significant margin.
Source: Richter, F. (2018, October 22). What Influences Gen Xers’ Purchase Decisions? Statista.
Editor’s note: Insights about a generation that is rarely mentioned these days.