Gen X and Social Media: Stuck in the Middle

Have you ever noticed that marketing folks always seem to be talking about how to reach Baby Boomers?

Or what’s the latest app to connect with Millennials?

What happened to marketing to Generation X, my generation? Well, my friends, this is the post for those of us stuck in the middle.

It may be time to start shifting your attention to Gen Xers. As the Baby Boomers continue to age, we’re finding that they’re more consumed with retirement and spending time with their Grandkids than the latest hi-tech gadget.

For the first time ever, adults defined as Generation X (those of us born between 1965 – 1980) are spending more of their paychecks on luxury items than their Baby Boomer counterparts. Yes, I said more.

It appears the MTV generation are outspending their parents by 18% in multiple high-end product categories. Gen Xers are reaching the top of their professional careers and due to the industries they have chosen, many are actually out-earning Boomers.

Don’t You Forget About Me

I’m a part of the only generation who regularly consume their marketing messages from all of the main media channels including social media networks and mobile (unlike Boomers) and TV/cable (unlike Gen Y). It’s like the trifecta for all the major brands marketing campaigns.

Currently, Generation X leads other generations in the consumption of several key forms of media: television, online video and video-on-demand. This makes sense, since we are the first generation to grow up with more than 3 channels of television and the personal computer.

When we look at the overall usage of social media for people ages 35 and over, we know it began it with the initial curiosity and the idea of reconnecting with old friends that brought us all out from behind our laptops.

Between 2009 and 2010, Gen Xers were one of the fastest growing target audiences to use social media networks. As most of the early adopters of social media, Gen X still have an active online lifestyle but our usage is directly connected to our social group of friends.

With everything else going on in our busy lives, the Gen X crowd will find a way to incorporate social media into our daily schedule. If our friends and family were to stop using Facebook, our usage would drop instead of finding new online friends to connect with (as the Gen Y crowd would do).

Pew’s Generations report that 86% of Gen X are online on almost a daily basis. We were the first group to experience the internet as a part of our daily lives. This led most of us to habitually research everything from major purchases to mapping where to go for lunch.

As small business owners, think about the online opportunities you can create to connect with this generation to your products. Since we know many Gen Xers are researching their potential purchases online, developing an integrated online and social media campaign would be a great way for your company to target this age group.

We have a BS meter

As Darryl Roberts from Wine X Magazine so eloquently puts it, ” … unlike the Boomers before us, we have a BS meter more sensitive than any seismograph. During the years we were watching Saturday-morning cartoons, we were assaulted by a barrage of advertising so intense it had to be addressed by federal legislation.”

Due to the world Mr. Roberts describes, Gen Xers tend to be skeptical about the big brands and their claims for greatness. But once we find a brand we approve of that can solve our problems, we turn into loyal customers who will sing your praises to anyone who will listen.

When planning your strategy to target the Xers, it may seem to like you have to hit every marketing channel to reach them. Just know your hard work will pay off with a customer for life. Gen X are known for our extreme brand loyalty.

Our House (in the middle of our street)

Gen Xers are professional multi-taskers. While we’re relaxing at the end of the day, we’re watching television while we surf the interwebs alternating with logging on to our favorite social sites.

This is the first generation to incorporate social media into their lives.

• Nearly two-thirds of Gen X (65.6%) used Facebook in the past month. (eMarketer)
• Their usage of Twitter continues to rise and eMarketer estimates their tweets to reach 19.5% of this audience by 2017.
• Digital video is even more popular among Gen Xers than social networking, with 78.7% downloading or streaming video online at least once per month. (eMarketer)
• Gen X is 26% more likely to have used the internet in the past 30 days to watch movies and 25% more likely to have recently used the internet to watch television shows. (eMarketer)
• The second largest percent of Pinterest users, 30% (which are mostly women) fall into the 35-54 Gen X demographic. (edison)
• Instagram has a smaller audience in the 35-54 target audience, with only 27% of its users classified as Generation X. (edison)

The Power of Reviews and Recommendations

Gen Xers are savvy shoppers who value authenticity and trust in their decision-making.

They grew up researching and comparing products and heavily relied on peer reviews and recommendations. Encourage happy customers to leave honest feedback on review platforms or social media. Showcase user-generated content, testimonials, or case studies highlighting real-life success stories. Gen Xers trust a brand more when they see others like them benefiting from its products or services.

Pro Tip: Respond to reviews—good and bad. Gen X appreciates transparency, and addressing concerns publicly can strengthen your credibility.

Using Nostalgia in Advertising

Nothing resonates with Gen X more than a nod to their past.

As the generation that lived through the rise of MTV, the Nintendo revolution, and mixtapes, nostalgic references are incredibly powerful. Campaigns featuring retro fonts, vintage imagery, or throwback jingles can capture their attention.

For example, referencing beloved TV shows, 80s pop culture, or early 90s tech trends taps into a sentimental vein that inspires engagement and loyalty. But keep it authentic – Gen X can spot a gimmick a mile away.

Pro Tip: Blend nostalgia with modern relevance. Highlight how your brand bridges the old and the new.

Adapting Messages to Their Life Stage

Gen X is at a unique life stage where many juggle peak career demands, family responsibilities, and even caring for aging parents.

They’re looking for solutions that simplify their busy lives and align with their priorities.

Create messaging acknowledging their dual roles, such as “Time-saving tools for working parents” or “Products designed for life on the go.” Highlight how your brand can make their hectic schedules more manageable, whether through convenience, value, or versatility.

Pro Tip: Avoid stereotypes. Gen X values individuality, so speak directly to their challenges without assuming a one-size-fits-all narrative.

Loyalty Programs That Matter

Gen Xers are known for their loyalty – once they trust a brand, they’re in for the long haul.

But loyalty isn’t a given; it must be earned and nurtured. Develop programs that offer meaningful rewards, like discounts, early access to new products, or VIP experiences.

Avoid gimmicky or overly complex point systems.

Instead, make the rewards tangible and easy to redeem. Even small gestures, like a birthday discount or a personalized thank-you note, go a long way in maintaining their loyalty.

Pro Tip: Introduce tiers to your program, allowing Gen Xers to feel like they’re achieving something with greater rewards at higher levels. This taps into their appreciation for value and recognition.