London-based marketing agency Inkling published Marketing for the Jilted Generation last month to provide a more nuanced view of the UK Gen X demographic (35 to 55 years old). Here are some of the key insights.
- Putting a Premium on Health & Love: When asked what they thought was most important to being happy and fulfilled, being physically and mentally healthy came in joint first (67%). Being in a loving relationship (50%) and having a family (38%) came next, beating being wealthy (24%) and enjoying their work (14%).
- More Than Good Parents: Beyond parenting concerns, a myriad of other social pressures affect Gen X. While 39% of British Gen Xers admitted to feeling pressure to be better parents, one in two said they feel apprehensive about looking good and dressing well, and 51% feel pressured to have a beautiful home.
- Shattering Gender Stereotypes: Fifty-one per cent of Gen X males identified themselves as the primary decision maker for household furnishings, while 60% take the lead on grocery purchases. Yet 44% agreed that homeware brand communications were neither interesting nor relevant to them, while 79% said the same about food brands.
- Seeking Convenience & Simplicity: When asked about the brand behaviours that would promote loyalty, respondents placed the most emphasis on making their lives simpler and more convenient, providing them with inspiration, and entertaining them with content.
For further insight into this often ignored but high-value consumer group, see our new report Gen X: Midults Move Up, publishing today.