The first ad that caught Keri Johnson’s eye when she turned 50 this year wasn’t about Christmas freebies, store discounts, or last-minute trips. It was from a medical alert device.
“I get calls about Life Alert, and our generation is not getting any younger,” said Johnson, a senior vice president at a telecommunications company who splits his time between Oregon and New York. “They are still targeting us as if we are already a foot and a half away from the retirement community.”
With the biggest shopping season of the year in full swing, Johnson continues to search for something that seems to target Generation X like her. But he noticed that the ads seemed to focus on everyone except his generation.
Her experience reflects what many Gen
This omission is especially odd because more Generation
Their purchasing power extends over several generations. Many care for elderly parents while supporting adult children who have returned to live at home. They also buy gifts for grandchildren, nieces and nephews.
Johnson’s year-end budget continues to grow as her children get older and want more expensive things, like electronics. Last year, she spent up to $5,000 on holiday gifts and travel. This year, he plans to spend something close to that or more.
However, retailers seem to be focusing more on younger consumers due to their influence and demographic weight. As of Tuesday, 290 transcripts of earnings calls and other events from U.S. public companies mentioned Generation Z this year.
By comparison, only 41 mentioned Generation X, according to AlphaSense, an artificial intelligence research firm. Only 5% of brand influencer spending is targeted to generation
“Except for one or two movies that reminisce about the 1980s, you don’t hear much about that generation,” said Tom McGee, president and CEO of the International Civil Service Commission, itself part of Generation X. “So I think we have forgotten, and we would like to be recognized.”
Some generational and segmentation experts say the reasons are more statistical than personal. Generation X is younger than younger generations. McGee says the diversity of family situations makes it “difficult” to target campaigns. Some are raising teenagers, others already have children outside the home, and others take care of their parents, not to mention the different marital statuses (divorced, married or single).
Ignoring buyers in this age group could be a costly mistake, says Jason Dorsey, a generational researcher and co-author of “Zconomy.” A significant amount of wealth is expected to be passed on to Generation X over the next decade — an average of $1.4 trillion annually in inheritance, according to a study by financial research firm Cerulli Associates. Dorsey adds that this generation is also known for their strong brand loyalty, especially when ads evoke nostalgia.
“In many ways, Generation X acts as a kind of glue across the consumer spectrum,” he says. “They’re in the middle of everything and they’re really impacting all generations, both older and younger, which is quite extraordinary.”
Despite the high prices, this generation intends to give expensive gifts this holiday season, including experiences and trips. About 36% of them plan to give gifts based on experience, according to a TD Bank report.
This makes sense to Julie Murphy, 53, a Massachusetts attorney. Over the years, she has favored gifts such as trips to Disney, Broadway tickets, and contributions toward airline tickets.
Murphy’s generosity extends beyond immediate family to extended family partners as well. This year, influenced by an advertisement, she bought tickets to “Disney on Ice” for her nephew and his wife — a show she found inappropriate for herself, but perfect for them. She has spent just over $1,000 in recent years on these gifts and plans to continue despite the rising prices.
The “Disney on Ice” ad made Murphy wonder if his generation matters in the holiday shopping market. “I get hundreds of spam emails a day, and there’s nothing in my inbox that makes me think, ‘Oh, they want my business,'” Murphy said. “I don’t think I’ll get a lot of publicity this season.”
Beth Peters, 46, has maintained a more than two-decade tradition of shopping in stores on Black Friday, usually with her mother-in-law. As part of Generation X who grew up spending hours at malls, she relishes the nostalgia of personal holiday shopping and turns the day into an event. She notes that her generation continues to shop in stores, unlike younger people, like her Generation Z children, who prefer to shop online.
“We get nostalgic and like things that remind us of our childhood,” said Peters, who works as a school counselor and softball coach in Fort Wayne, Indiana.
Johnson hopes that a brand will create something that feels truly designed for them. “We are still shaping the culture, and we are small enough to earn the admiration of a brand that is interested in us,” he said. “I think they’re missing a huge opportunity with Generation X.”