Marketing to Generation X: Where Authenticity Meets Digital Efficiency

Raised on Analog, Adapted to Digital
This generation was raised on landlines, VHS tapes, and cable TV, but also played a role in adopting email, the early internet, and mobile phones. They are tech-savvy and highly resourceful. Often overlooked in favor of Baby Boomers and Millennials, Gen X is a powerful consumer group. As many Gen Xers have reached their peak in their careers, raised children, and started caring for aging parents, they have some of the most significant buying power. Additionally, some are empty nesters, resulting in more time for travel, time with friends, and getting back into hobbies.

The Independent, Skeptical, and Resourceful Spirit of Generation X
One of the most defining aspects of Generation X is their strong sense of independence and ingenuity. Growing up during a period marked by rising divorce rates and the prevalence of dual-income households, many Gen Xers learned early to take care of themselves. This “latchkey kid” experience fostered a do-it-yourself attitude and a high level of self-reliance that has persisted into adulthood.

Gen Xers are also known for their healthy skepticism—especially toward authority, institutions, and advertising. Having witnessed significant economic and societal changes in their lifetime, they tend to question bold claims and resist hype. Instead, they value honesty, transparency, and practicality in both their personal lives and in the brands they support.

Pragmatism is another hallmark of this generation. Gen Xers prefer solutions that work and messaging that is straightforward and efficient. Their purchasing decisions are guided by a blend of caution and confidence. They are willing to try new things, but only after careful research and consideration.

Ultimately, Generation X combines independence, skepticism, resourcefulness, and pragmatism into a unique cultural identity. Brands that recognize and respect these traits are better positioned to earn Gen X’s trust and long-term loyalty.

Thoughtful Shoppers with Strong Online Habits
Generation X prefers content that is straightforward, informative, and efficient. They value practicality while seeking value and reliability. They use digital tools to research and make informed decisions, and they’ll often visit multiple sources before making a purchase. Although Generation X may take more time to make purchasing decisions, they are active online shoppers, with 85% having made online purchases in the past year. They often seek convenience and turn to e-commerce platforms. They are 9.52% more likely than the average American to shop online at least on a weekly basis.¹

While they started out watching traditional television and experiencing excessive advertising, the majority of Gen Xer’s have comfortably moved on to using streaming platforms for TV consumption. With cable prices on the rise, most have cancelled and turned to more affordable monthly streaming subscriptions. A recent study found that Generation X prefers streaming over cable or broadcast TV at 77%, 74%, and 66% respectively.² With on-demand entertainment and a wider variety of content, this is the better option. Platforms such as YouTube and Hulu can still target their consumers, even more relevant to their interests and lifestyles, based on what materials they choose to watch.

Financially, Gen X holds a significant portion of consumer spending power, with an average annual expenditure of $95,692.³ According to data from the Bureau of Labor Statistics, Generation X spent the most money in 2022 with an average annual expenditure of $91,382.³ This substantial spending is often directed toward housing, food, transportation, and personal insurance, reflecting their focus on stability and long-term value. Despite their cautious approach, Gen Xers are willing to invest in products and services that enhance their quality of life, demonstrating a balanced blend of frugality and indulgence. They treat themselves with travel, home upgrades, luxury items, and hobbies.

Digital Tools That Work for Gen X Consumers
While they are not as engaged on newer platforms like SnapChat and TikTok, Gen X is still highly connected with their top three social channels ranked as YouTube, Facebook and Instagram respectively.⁴ Heavily influenced by their Millennial and Gen Z children, their use of TikTok is growing. Gen Xers on TikTok are older than the average user but highly engaged with 92 % using social media daily, and TikTok is their fastest-growing platform.⁵ A Sprout Social study states that 70% of Gen Xers with Millennial or Gen Z children have made purchases influenced by Snapchat (the highest purchase-conversion rate).⁵

They intently read online reviews, subscribe to newsletters, and shop both online and in-store. Email marketing, loyalty programs, and well-structured websites are all effective tools for reaching this group. They appreciate professionalism and transparency, and are turned off by marketing that feels pushy, exaggerated, or full of jargon.

They also value time and are highly responsive to messaging that helps them save it. Convenience matters. Clear calls-to-action, user-friendly experiences, and reliable customer service go a long way. While they may tolerate automation, they appreciate the option to talk to a real person when needed.

Generation X blends their traditional roots with digital fluency. They are skeptical, but loyal, practical, yet digitally engaged. To market effectively to Gen X, brands should focus on clarity, consistency, and value. Avoid exaggerated over-the-top messaging, prioritize function over flash, and deliver dependable service. When you meet their expectations, they will stick around and bring their family too.

Marketing to Gen X isn’t about following flashy trends—it’s about showing up with purpose, clarity, and substance. Acorn Marketing is here to help you reach this powerful generation with strategies that speak to who they are and motivate them to act.

While it’s rare that a brand is aiming to reach consumers who are all of a single generation, and there’s more to targeting than simply understanding your audience’s age or stage of life, it’s all helpful when building out a marketing plan.

Take a look at the other blogs in our Generational Marketing Blog Series below:

• The Silent Generation
• Baby Boomers
• Millennials
• Gen Z