Written by Michael Fleischner at MarketingProfs.com:
If you’re trying to market to adults who were born between 1965 and 1994, then you need to understand the best method for reaching generation X and generation Y.
Who is a part of Generation X? Gen Xers were born between 1965 and 1976 and make up about 17% of the U.S. population. As a whole, this group is both independent and skeptical, existing in the shadow of Baby Boomers. As they move into their 30s and 40s, Gen Xers are establishing themselves as consumers who are starting families and buying homes.
Who is a part of Generation Y? Individuals born between 1977 and 1994 are considered Gen Yers and make up about 25% of the U.S. population. This group is generally idealistic, optimistic, and patriotic. Gen Yers consume media in extremely fragmented ways, representing the next big wave in our demographic makeup.
Gen Xers and Gen Yers have a number of things in common. Both groups grew up with recessions, single-parent households, cable TV, the Internet and other personal technology. Consequently, these groups consume media differently from earlier generations. Communicating with them through traditional marketing channels can be difficult. So, how can you reach these groups, communicate your message, and get them to take action?
7 Comments
January 30, 2007 at 8:09 p
I enjoyed your article on Gen X and Gen Y marketing. Here is another article on Generation We. Enjoy….
http://dimanomarketing.wordpress.com/2007/01/26/generation-we-from-crawling-to-social-networking/
-The Dimano Marketing Team
January 31, 2007 at 1:35 p
Very interesting. I didn’t realize there was such a big difference between generation x and y. But now that I read about it, I notice that these differences are there.
January 31, 2007 at 11:47 p
Thanks for an interesting piece quite useful introduction to X & Y for those who might not be familar.
I’m interested to learn whether you think those on the cusp of these generations have more in common with those who came before them or those from the same generation but decades apart?
February 27, 2007 at 11:03 p
[...] Here is an article that tries to capture the direct mail habits (for marketing purposes of course) of those strange creatures born between 1965 and 1994. I think 1994 might be pushing things as the limit to gen Y, but to each their own: http://bigmarketing.wordpress.com/2007/01/30/marketing-to-generation-x-and-y/ [...]
February 27, 2007 at 11:37 p
I liked your article, because as a GenXer, direct mail still plays an important role in my world. I continue to shop using catalogs, and I believe direct mail can still be a worthy venue to which to devote some marketing. Also, one has to consider the sense of a ‘personal touch’ that direct mail does still bring (such as in receiving a personal letter) that can be utilized if done right. Even as we ALL become more involved technology wise, GenX people DO remember (vaguely) the time before MTV, the web, and endless online marketing were in existence
April 11, 2007 at 6:12 p
Certainly some food for thought here. I’ll have to take a look at my marketing mix and see how I measure up. Thanks for an excellent article!
October 27, 2008 at 4:53 p
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