Generation X: The Forgotten Middle Child Among Marketers
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Gen X has more spending power than any other generation, representing 31% of total U.S. income while only making up a quarter of the population, research shows. But despite the numbers, marketers have vastly overlooked this audience of 35- to 50-year-olds, a phenomenon that Sparks & Honey explores in its latest culture trend report.
The report, “Gen X at 50,” which includes a mix of proprietary and secondary research and insights from the Omnicom Agency’s social listening tools, reveals that Gen X-ers are an important target for marketers for a number of reasons, such as their buying power and ability to reach Gen Z and younger millennials.
Sean Mahoney, VP-editorial director at Sparks & Honey, said all eyes are on millennials and boomers, and no one is paying attention to Gen X. “They’re actually the people in power — power of the purse, they’re running households, they’re moving into political power, they’re in the center of everything and when you think of that from a marketing or advertising perspective, you want to reach the people who have influence, not only over themselves, but over other people,” he said.
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