Demographics series: Paying attention to the forgotten generation.

So, we've spoken about Generation Z and Millennials, and now it's time to look at how brands can engage with what's often described as the 'Forgotten Generation', aka Generation X.

Born between 1965 and 1980, Gen X straddle the pre-digital and digital age – they're just as comfy with traditional media and communications as they are with technology. This casual comfort with both forms of media may have led many brands to show little concern for how they specifically engage with the demographic.

Until recently, Gen X was thought to have high debt levels and limited purchasing power, but this is starting to change. Now, Gen X is gaining the same spending power that used to be associated with the Baby Boomers, and they're set to double their share of wealth by 2030. 

The 'Forgotten Generation' is becoming a group that businesses can't afford to ignore. Read on for our top tips on developing relationships with Generation X.

1. Keep it personal.

You can't underestimate the value of a personal touch when it comes to Generation X. They grew up when playing on the street and talking to friends meant meeting them in person – or at a push making a phone call with a bill payer's permission begrudgingly granted. While they've played a big role in developing tech (and quickly adopted it), they respond well to personal touches.

When building relationships with Gen X, brands should develop an in-depth understanding of the individual. One of the ways you can achieve this is by collecting data from customer engagement metrics, such as open and response rates, sales conversions, and reward or communication preferences. Brands can capitalise on this by refining their content and messaging and personalising their interactions accordingly.

Whether it's a personalised email, recognising a birthday, suggesting a product based on a previous purchase, or even offering relevant rewards based on their behaviours – a personal touch will breed stronger relationships with this demographic.

Brands need to be cautious if they're tweaking with this level of personalisation; Generation X are usually more cynical than other demographics. So, whenever you're talking to a customer, your interactions have got to be upfront, sincere, and provide genuinely useful, truthful, and informative content that lives and breathes your brand's core values.

2. Answer their call to know 'what's in it for me?' 

Generation X always has a burning desire to know what's in it for them. So, when you're building a relationship with them, they need to see that they'll actually benefit from it just as much as the brand will. As a result, if you're overly promotional or using sales chatter, you're unlikely to deliver results.

As well as being personal, interactions need to add value to Gen X, whatever form they are delivered in. We've already spoken about this generation being equally comfortable with traditional and digital media, meaning there are plenty of ways to win, spanning from written content to videos.

You should supplement this by establishing what value-adds you can provide or offer them. If you analyse your brand interactions and consumer habits, you'll be able to recognise chances to meet their requirement of knowing what's in it for them. Also, it'll add a personal touch that'll help your brand stand out from the crowd.

3. Tap into their loyalty.

Gen X might be more sceptical about brand interactions, but they're the most loyal demographic, with 40% staying loyal to brands. So, if you spend your time building that trust, it's likely to deliver a solid return.

Again, personalising loyalty rewards is likely to help your brand resonate with this demographic, however, you shouldn't take this loyalty for granted; 

Generation X leave more online reviews than any other demographic – for a quick win, you could offer incentives or rewards for customers that often leave reviews. Not only will this encourage greater loyalty, but it'll also boost your brand's online reputation even more.

Paying due attention to Generation X.

With many brands often overlooking Generation X, embracing an approach that directly targets this demographic can set you apart from competitors. And with Gen X's spending power only set to grow – and them being more likely to remain loyal – taking steps to fully engage this demographic today could have long-lasting benefits for your brand.

If you're after more info or tips on targeting Generation X, or if you want to develop a loyalty and customer experience offering to suit your customers' needs, get in touch today.