If you missed the event, here are the important tid bits we think you should know:
Conscious of their relationship with tech. Despite this generation being most intertwined in tech, they are hyper-aware of their reliance on it. In turn, they make conscious decisions to make more personal connections. They are powerful in that they see the huge potential in digital technology, but can also identify times where it’s important to disconnect.
Experience is critical in developing identity. This generation embraces the diversity around them and looks to travel and exploration to not only better understand the world around them, but also help define their own sense of identity. Brands that promote individuality and inspire their wanderlust will win among Gen Xers.
They have more buying power than you’d think. Despite their age, Gen X has strong spending power because of their influential voice in overall household spending. Past generations have taken more of a passive role in household spending, but this generation may even go so far as to create a Powerpoint presentation on something they’d like the family to purchase.
Stress and anxiety are already prevalent in their lives. Many Gen Xers will be quick to say they feel like they don’t have enough time in the day. Their wanderlust also creates a sense of restlessness that compounds their need to squeeze more into every day. Thus, they’re always looking for time saving tips and “life hacks.” Unfortunately, they’ve also grown up exposed to mass shootings and violence which contributes to anxiety and leads them to place greater emphasis on mental health.
Unfiltered is best. Gen X is over the highlight reel. They value raw and authentic content, both in their own publishing and from brands. They understand how detrimental communicating an overly perfect and curated life can be and actively try to build connection through more real and vulnerable moments.