Jan 22, 2020
How can brands connect with Gen Xers?

When they were younger, they were known for just being a bunch of slackers. But things have changed: in 2020, Gen Xers are the ones with the money and the power – so why are brands ignoring them? And what can they do to connect with and cater to this small but financially mighty generation?

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When Gen Xers were growing up, what did they think of the advertising industry’s attempts to connect with them? Just ask Daria, the moody teen star of her eponymous MTV cartoon, and a Gen X icon (never mind that she’s technically a Gen Yer): “As far as I can make out, ‘edgy’ occurs when middlebrow, middle-aged profiteers are looking to suck the energy – not to mention spending money – out of the ‘youth culture’.” [1]