In this post, we’ll dive into the unique preferences and learning traits of Gen X (1965-1980). This group is often the most overlooked generation, partially because of its smaller size. However, ignoring Gen X can be a serious misstep, especially because this generation accounts for 31% of all US income.

In their mid to late 40s and 50s, this group is still in the prime of life, but with retirement inching closer on the horizon. They have a lot of purchasing power and are thinking critically about how to allocate resources. What motivates them to save? How do they think about the future? What are their chief concerns for the present? This blog has your answers.

‍They’re Traditional…but not THAT Traditional

This generation is thought of as a bridge between their older and younger counterparts. They tend to resonate with both “traditional” mediums (they still read newspapers and listen to the radio) and technologically forward marketing (they spend more time on devices than most millennials!) However, they’re also busy. They may have school-age or college-bound kids and hectic lives keeping up with everyone’s schedules. 

‍Involve Them in Learning ‍

Members of this generation are looking for opportunities to be actively involved in learning. Avoid talking “at” them for long periods, and instead give them a chance to apply what they’re learning in a real-world scenario. They’ll enjoy a space where they can explore concepts at their own pace. Interactive learning modules, calculators, and quizzes will help keep their interest. 

‍Top Concerns ‍

Gen X is in the middle of their career and is thinking about the future of their family. They are caught in a balancing act -  trying to save for their kid’s high school or college education and funding their own retirement accounts.

Only 16% of Gen X surveyed felt "very confident" in their ability to retire. To help them strategize, you may want to explain the difference between 401(k)s and IRAs and when a rollover makes sense. They may wonder how to roll over accounts from previous places of employment. They’ll also be interested in “loopholes,” creative ways to save more for the future and avoid a heavy tax burden.

Messaging Best Practices

Keep in mind that Gen X is in a busy season of life and has been targeted with a lot of marketing campaigns over the years. To engage Gen X, and stand out in their inbox, prioritize authentic messages that simplify financial decisions and underscore opportunities to save money. Gen X prefers straightforward and concise communication. Remember, they value their family's financial security and are working to build a stable future. Reflecting these values in communications will speak directly to their concerns.
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Want to read more about generational differences? Click here to read our full article.