generation x- the generational middle child's turn in the spotlight infographic

e generational middle child’s turn 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: SAVVY 1. ENTREPRENEURSHIP 3. Although we now characterize Millennials as a truly global and multicultural generation, Xers were the first generation to represent meaningful ethnic diversity, household diversity (the first “children of divorce”) and lifestyle diversity. DIVERSITY 2. (compared to 50% of Boomers) Xers are overshadowed by Millennials and Boomers but have embraced their role in the middle and have adapted surprisingly well to sluggish economic times. FINANCIAL UNCERTAINTY GRITTY & INDEPENDENT MIDDLE-CHILD SYNDROME e Great Recession affected no generation’s financial 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 financial 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% AGREE smaller 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 Company DESIGNED BY JACLYN SALEM www.thefuturescompany.com The Futures Company. U.S. Yankelovich MONITOR April 2015 SOURCE: HOW DO I MAKE THE CASE THAT Size up XERS MERIT OUR MARKETING ATTENTION? 1. Scope Out 2. Strike Now 3. 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 ROLES 2. DECISION-MAKING 3. FAMILY FOCUS 1. 62% Generation X Boomers 48% Xers are leading the way in redefining 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 1965-1978 BORN 37–50 72% CURRENTLY AGES 74% ARE parents ARE homeowners OF XER HOUSEHOLDS EARN $75K or more 45% QUICK FACTS (compared to 38% of Boomer households and 33% of Millennial households)

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�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