generation x- the generational middle child's turn in the spotlight infographic
TRANSCRIPT
�e generational middle child’sturn in the spotlight
CORE VALUES
Generation X feels like they can’t rely on anyone or anything. They develop their own talents, use their own judgment, and succeed in their own way.
It is important for others to see them as someone who knows how to get things done
“I feel that I have to take whatever I can get in this world because no one is going to give me anything”
80% agree:
61% agree:
SAVVY1.
ENTREPRENEURSHIP3.
Although we now characterize Millennials as a truly global and multicultural generation, Xers were the �rst generation to represent meaningful ethnic diversity, household diversity
(the �rst “children of divorce”) and lifestyle diversity.
DIVERSITY2.
(compared to 50% of Boomers)
Xers are overshadowed by Millennials and Boomers but have embraced their rolein the middle and have adapted surprisingly well to sluggish economic times.
FINANCIAL UNCERTAINTY GRITTY & INDEPENDENT
MIDDLE-CHILD SYNDROME
�e Great Recession a�ected no generation’s �nancial wellbeing more than
that of Generation X, who lost several years of peak earnings
Xers’ savvy and DIY mentality have guided them through the worst of the �nancial
crisis, delivering them to the other side as hardened consumers, distrustful of large
organizations, companies and brands
I cannot possibly save as much money each year as the retirement planning tools say I will need to invest in order to have a comfortable retirement
72% agree:
�e percentage of Xers’ net wealth lost between 2007 and 2010
76%A G R E Esmaller companies are more concerned about their needs than large companies
I always know how to get the information I need to make decisions
85% agree:
Created by The Futures CompanyDESIGNED BY JACLYN SALEM
www.thefuturescompany.com
The Futures Company. U.S. Yankelovich MONITORApril 2015
SOURCE:
HOW DO I MAKE THE CASE THAT
Size up
XERS MERIT OUR MARKETING ATTENTION?
1.Scope Out2.
Strike Now3.
Marketers may see Xers’ aggregate spending power and dismiss their relevance. But in terms of average household income, they sit atop the generational pile. As peak earners in a spending- heavy lifestage, they hold great potential.
Find out how Xers fit into your target consumer group—are they aging into or out of your sweet spot? Do their lifestage needs align with your business’s products and services?
Due to the cohort’s relative size and attitudinal makeup, Xers represent a challenging moving target. And given the impact of the Great Recession on their financial attitudes, marketers should capitalize on Xers’ current period of comparative prosperity.
Help!
HOUSEHOLD DYNAMICS
EVOLVING ROLES2. DECISION-MAKING3.
FAMILY FOCUS1.
62%Generation XBoomers 48%
Xers are leading the way in rede�ning the traditional roles of moms and dads. �ey’re shaping a new image of parenting.
In my home, deciding on major purchases often involves the entire family
More than ever, decisions about how to live and what to buy today involve input from the entire family, including the kids.48%
OF XER MEN AGREE“Although I’m a man, I am in touch with my feminine side.”
of Xers feel having children is important in overall life satisfaction
57%(53% Millennials and 48% Boomers)
APRIL 2015 INFOGRAPHIC
1965-1978BORN
37–50
72%
CURRENTLY
AGES 74%ARE
parents
AREhomeowners
OF XER HOUSEHOLDS EARN
$75K or more
45%
QUICK FACTS
(compared to 38% of Boomer households and 33% of Millennial households)