Characteristics
1.The latch-key kids grew up street-smart but isolated, often with divorced or career-driven parents 2.Entrepreneurial
3.Very individualistic 4.Government and big business mean little to them 5.Eager to make marriage work and "be there" for their children 6.Want to save the neighborhood, not the world 7.Feel misunderstood by other generations 8.Cynical of many major institutions, which failed their parents, or them, during their formative years 9.Don’t "feel" like a generation, but they ARE 10.Raised in the transition phase of written based knowledge to digital knowledge archives. 11.Desire a chance to learn, explore and make a contribution. 12.Tend to commit to self rather than an organization or specific career. 13.Society and thus individuals are envisioned as disposable. 14....AIDS begins and is first lethal infectious disease in the history of any culture on earth which was not subjected to any quarantine 15.beginning obsession of individual rights prevailing over the common good, especially if it is applicable to any type of minority group Marketing to this generation
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•They are independent and self-reliant, so don’t count on brand prestige alone to court them.
• They are the fastest growing group of users on facebook • Provide lots of accurate information with your product or service to get their attention, and let them know why your products and/or services are such a good value! •They are likely to be self-employed professionals who embrace free agency over company loyalty. •They value family first. •they often shop at value-oriented retailers. •They can be unsure of themselves and often need reassurance that their choices are sound. •Digital marketing approaches work well. Much of this generation shops online, but will also shop retail stores on a regular basis. •They like initiatives that will make things more useful and practical. •Give them a lot of stimuli, a challenging environment, and flexibility without long-term commitment. •Give them opportunities to learn, grow, and improve. •They demand trust to the extent that if your organization does not follow through once, then you are likely to lose them. •Treat them like family. •Generation X has matured and, with this group at the peak of their careers, they have begun outspending Baby Boomers in the household and luxury market. •High ticket priced items like cars and homes are now dominated by this group (Han, 2012). •As we learned, Baby Boomers have already purchased their homes and cut back on spending in preparation for retirement. Whereas, Generation X is on their first or second home and car meaning companies with products and services associated to household and luxury items are targeting Generation X. •Generation X connects with everyday household and family activities, preferring a calm and safe approach in advertising •motivated by sophisticated connections including quality time with friends and family as a result of being left alone for a large part of their childhood and adolescence while parents worked. •high volume of spending in entertainment, electronics, retail, and fashion they are still prudent in their decision making •The group is cautious and skeptical so trends do not resonate well and detailed honest communication of a product’s features and return policies are important •Generation X won’t hesitate to buy if the product or service is perceived as a ‘good deal’ and of high quality. •quick wins and thoughtless consumerism that typified the 1980’s •While Generation X has the least voter turnout and doesn’t take a stand for political issues like the generation before and after them, their values are focused on family. •As a result of working parents who were absent at home, Generation X has placed value on being available to their children at the cost of lower household income from the generation before them. •The combination of early maturity and being better educated than their parents, Generation X is more cautious when making financial decisions that can impact their family •Generation X will stick with a brand if there is an emotional connections •The emotional connection for Generation X is also tied to perceptions of perceived value in the product. In this case, value is based on cost and quality |
Marketing in a restaurant setting
•Generation X prefers family friendly restaurants, with Kid-friendly menus, and are more casual than formal in nature, and tend to enjoy more of contemporary and casual environment
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