Gen X: The Quiet Giants Marketers Need to Know (They’ve Got Money!)

May 22, 2025
7 min

Carolina Gonzalez

Creative Director at Benamor Galvez

Marketing to Gen Z requires a fresh approach. Ditch the old-school tactics and embrace their digital world. By prioritizing authenticity, creating engaging content, and fostering genuine connections, you can unlock the potential of this powerful generation of consumers.

At BNMR GLVZ, we know demographics are key. More often than not, marketers love catering to Millennials and Gen Z, but there’s a powerful generation often overlooked: Gen X. Born between roughly 1965 and 1980, they’re the middle child sandwiched between the booming Baby Boomers and the flashy Millennials. But don’t let their silence fool you. Gen X holds immense purchasing power and a unique perspective that marketers can’t afford to miss.

Why the Quiet Cool?

Unlike their attention-grabbing counterparts, Gen X is known for being pragmatic, self-sufficient, and downright chill. Here’s the inside scoop:

- Latchkey Kids: Raised during a time of working parents, Gen X learned independence early on. They value authenticity and a no-nonsense approach.

- Disillusioned Idealists: Witnessing economic instability and social shifts, Gen X is skeptical of marketing fluff. They crave genuine connections and brands that align with their values.

- Heads Down, Hustle Up: Gen X prioritizes work-life balance and getting things done efficiently. They’re not easily swayed by flashy trends, but appreciate quality and experiences.

Compelling Copy

Value Proposition: Clearly articulate what makes your offer unique and why it’s valuable to your target audience.

Bullet Points: Use bullet points to break down benefits or features for easy scanning.

Urgency and Scarcity: If applicable, incorporate elements of urgency and scarcity to encourage quick decision-making.

The Untapped Market

Here’s the golden nugget for marketers: Gen X boasts significant spending power. Often at their peak earning years, they’re comfortable splurging on experiences and premium products. They’re the generation that built equity in the housing market and are now investing in travel, hobbies, and experiences for themselves and their families.

Marketing to the Gen X Maven

So, how do you tap into this lucrative market? Ditch the flashy tactics and celebrity endorsements. Here’s how to win over Gen X:
- Focus on Value: Highlight the quality, functionality, and experience your product or service offers.
- Keep it Real: Authenticity is key. Speak directly to Gen X’s needs and avoid gimmicky marketing tactics.
- Target Their Interests: Gen Xers value experiences. Think about their hobbies (travel, music, outdoor activities) and tailor your message accordingly.
- Embrace Nostalgia: A subtle touch of nostalgia can resonate with Gen X. Think classic references or a campaign that evokes a sense of familiarity.

Gen X: The Marketing Secret Weapon

By understanding Gen X’s values and preferences, marketers can unlock a goldmine of opportunity. They’re a discerning, loyal bunch with significant spending power. So, ditch the stereotypes and start crafting marketing campaigns that resonate with this powerful, and often overlooked, generation.