Connecting with Generation X

by Rich Kizer & Georganne Bender

Generation X. The heavily stereo-typed generation that, upon closer look, actually defies definition. Other generations have self-explanatory labels, but Generation X? Their name came from the 1991 novel written by author Douglas Coupland. Coupland’s book, Generation X: Tales for an Accelerated Culture tells the story of Andy, Dag, and Claire, three friends who set out to escape their over-commercialized lives and rediscover themselves. Although the book is widely accepted as an accurate portrayal of this generation, Coupland points out that his book was meant to show that Generation X could not be simply defined.

It was actually the media that adopted the Generation X moniker, often portraying Gen Xers as cynical and unmotivated. This could not be further from the truth. And by the way, Xers hate to be labeled. We know what they mean. As Baby Boomers, we cringe when asked if we were hippies in the 60s. (Georganne likes to point out that in the 60s she was in elementary school.) Likewise, Gen Xers bristle when referred to as slackers.

Born between 1965 and 1981, the Generation Xers are sandwiched between the 76 million Baby Boomers and the 73 million Millennials. They could be the children of LOMOTS (“Lots Of Money, Lots Of Time,” our acronym for people of retirement age and better) or the children of Baby Boomers. And because there are just 40 million of them, they tend to be under-represented and over-looked by marketers.

Big mistake.

Generation Xers have money and are quite willing to spend it, if, and that’s a big if, they deem you worthy of their business. Xers grew up in a time when self-service was king: standing on line at Wal-Mart and K-Mart was a cool, new shopping experience. Now, when they receive great customer service they embrace it. As smart, well-educated and savvy consumers, the early stereotypes are melting away as marketers are finally giving Gen Xers their due.

Gen Xers are time-starved and stressed-out. Both Mom and Dad are heavily involved in raising the kids; the “quality time” that was OK for Baby Boomer parents doesn’t cut it with Gen Xers: they require “quantity time.” They’re both over-committed, impatient shoppers who are looking for solutions. And, unlike their Baby Boomer parents and siblings, Gen Xers are not necessarily brand loyal.

What else do we know about Generation X?

We know that early on, trend watchers predicted that the Millennials (born 1982–2000, the oldest are now 26 and starting families of their own) were on track to emulate the values of their grandparents generation. Our research indicates that the Gen Xers got there first -- Xers believe in strong and traditional family values. They believe in balance in their lives: Baby Boomers live to work and are defined by their careers. Gen Xers work to live; their careers are important, but they also place a high value on time with their family and friends.

Perhaps this is because Gen Xers were the first generation to fully experience the phenomenon of the working mother. Many grew up as “latch key” kids, who wore house keys around their necks, and came home to empty houses after school. Conversely, many Baby Boomers returned home from school to find Mom waiting for them with a plate of warm cookies and a glass of cold milk. If a latch key kid wanted an after school snack, he had to crack open the box of Oreos all by himself. Then he could settle in for an afternoon of PONG, Space Invaders, or an ABC “After School Special” with fun titles such as “The Boy Who Drank Too Much”, “Please Don’t Hit Me, Mom”, and “I Think I’m Having a Baby”.

And we know that Gen Xers are both culturally and racially diverse. They enjoy personal relationships with friends and with the companies they choose to do business with. If you are trying to reach this consumer, then you need to know that Gen Xers tend to rely on the opinions of people they like and respect. Your advertising and marketing efforts should include customer testimonials, that’s because a customer testimonial is 10 to 20 times more believable than what you say about yourself.

Old school thought was that if you didn’t connect with these consumers as children, you’d be out of luck once they reached adulthood. We disagree.

If this important consumer sounds like a perfect match for your store, give these things a try:

• Your Web site needs to be interesting, ever-changing, and interactive. Gen Xers enjoy spending time on the Internet. Whether they purchase online or in the store, they like Web sites that provide valuable information. In addition to product information, visitors look for blogs, e-zines, photos, inspiration galleries, events calendar, and more.
• Be the first to get the latest news! To attract Gen X consumers you have to know what they like -- sign-up for e-zines and e-mail blasts that will keep you ahead of the trends. One of our favorites is DailyCandy, “a free daily e-mail newsletter and Web site, that’s the ultimate insider’s guide to what’s hot, new, and undiscovered -- from fashion and style to gadgets and travel.” DailyCandy publishes 11 daily editions, some of which are devoted to specific cities. We subscribe to “Everywhere,” the national version. There’s even an edition that’s geared to “kids and their hip parents.” We receive our DailyCandy via e-mail, and with DailyCandyToGo, we receive a condensed version that’s texted directly to our cell phones. It keeps us in the loop when we’re on the road. Check it out at www.dailycandy.com.

Family time is important to Gen Xers: Host in-store events that attract families to your store. Remember, you need one major and at least two minor in-store events each month. Here are some timely family favorites:

Family Fun Festival
Get the entire family involved with games and prizes for the kids, demos for Dad, and make-it and take-its for Mom. Serve refreshments (Food is Good!) and allow shoppers to pop a balloon to reveal their special discount.

• Flag & Fireworks Coloring Contest
  Give away flag and fireworks coloring pages. Then set a deadline for customers to return their colored creations. Let other customers come to the store vote for their favorites. Then you can post the winners in your store window and share the news in your next newsletter.
• Fourth of July Open House
  Host an open house and serve snacks decorated for the Fourth of July. Have a few prize drawings and provide demonstrations on the latest vacuums now on the market. Give customers who come dressed in red, white and blue a special discount on their purchases.

Offer services and conveniences that are unique to your store. Gen Xers lead busy lives and are likely to be time-starved and stressed-out. Take this test to see if your store is easy to shop:

• Is your store open reasonable hours?
• Can busy customers shop before and after work and on weekends?
• Can customers place orders via the telephone and/or your Web site to be shipped to their homes or for pick-up at the store?
• Do you accept all major credit cards?
• Do you touch base your customers approximately every 20 days via newsletter, e-zine or e-mail blasts? (If you don’t visit www.onlineitools.com and check out their do-it-yourself e-mail marketing tools.)

Attracting Generation X consumers to your store means throwing away all the stereotypes. And it requires more than a “build it and they will come” mentality. Generation Xers prefer companies that create and nourish collaborative customer experiences. In other words, they want to be as important to your store, as you are to them. Their desire is to create an on-going relationship. And isn’t that what you want, too? v

About the Authors …
Rich Kizer and Georganne Bender are nationally recognized experts on customer diversity, “messing with the media,” marketing and everything retail. They are widely referred to as retail anthropologists because they stalk and study that most elusive of mammals: today’s consumer.

KIZER & BENDER have presented their “Retail Adventures in the REAL World™” keynotes and seminars to diverse audiences since 1989. In 2004, KIZER & BENDER were named “Two of Retailing’s Most Influential People.”

KIZER & BENDER’s retail observations are widely featured in the Medias, including the ABC News special report “How Stores Hook You.” Their book Champagne Strategies on a Beer Budget! has helped thousands of retailers improve their bottom line; their client list reads like a Who’s Who in American business; and their column, “Georganne & Rich on the Road” which appears in Craftrends Magazine, was honored with The American Society of Business Publications Award of Excellence (ASBPE) in 2004 and again in 2006.

Contact Rich & Georganne at 1-888-215-1839 or via their Web site www.KIZERandBENDER.com Visit their “Retail Adventures™” blog for daily updates www.kizerandbender.blogspot.com.

Reprinted from Floor Care Professional, July 2008