Generation X
While this generation may be the toughest to market
to, they’ll be the first of the adults to try a new flavor or
confectionery treat.
Gen X is not the most coveted of the
marketing world—they are a skeptical bunch, typically under-impressed
and reluctant to commit—especially to a brand. But even ignoring that
stereotypical attitude, they haven’t attracted much marketing
attention through the years—mostly because their buying power and
population pale in comparison to the baby boomers before them and even now
to the Millennial Generation (formerly thought of as Generation Y) after
them.
Census Bureau figures show that at about 47 million
people, Generation X won’t outnumber the boomers until about 2040 (38
million to 37 million), but of course by then, the Millennials will amount
to about 73 million. So this generation will always be the
“in-between” group.
Even their name is indicative of their alienation—anyone
that tried to label them, they’d “X” them out.
But to not pay marketing attention to them is a mistake—especially
now—when the oldest of the bunch have become parents, who are naturally
spending more, especially on items (candy!) for their kids.
The 47 million Xers in this country also represent
about $190 billion in spending power. And many of them resent the
“slacker” label that has followed them since they were teens.
So marketers who speak to this group in their own language and on their own
terms, will be recognized. This group won’t promise a commitment to a
brand, but they are often ready to try something new.
“This is a highly adventurous group—they
are the early adopters of products,” says David Morrison, president
of Philadelphia-based TwentySomething Inc., which specializes in marketing
to Generation Xers. “They have the money, freedom, and the
inclination to try new products and services—maybe they’re not
the right market for high-end automobiles, but for everything
else—certainly, wireless products, health and beauty aids, and yes,
snack foods and candy—they are the consumers for early
adoption.”
They are also a good group to perform market research
on, as long as they are not talked down to. “This is a very savvy
market,” says Morrison. “They have become very sophisticated as
marketing itself has become more sophisticated. Generation X knows what a
focus group is, for instance; you don’t have to explain it to them.
Marketers also need to consider that while this
generation will try new things readily, they are also very fickle. Like
children, they will move rapidly from one brand to the next in their
constant desire to try new things. Candy marketers are therefore advised to
try out new products on this X market, and then be ready to switch the
focus to other groups, as perhaps the treat becomes more stable in the
marketplace, thanks to the Xers word of mouth!
As for target media, Xers have been known to have
“an extreme distrust for the news media,” according to Rodger
Roeser, vice president of public relations for Justice & Young, a
marketing firm based in Cincinnati. “A lot of it stems from the fact
that their boomer parents taught them to question authority, and so
they’re unimpressed by it,” he adds.
The Internet is a better source of media for Xers, but
that’s also because they’re constantly monitoring it for their
children (the Millennials). n
Measuring the Market (ages
25-39)
Population Size: 63 million
Percent of the Population: 22.3%
Percent Growth Forecast by 2010 (ages 20-44): 0.4%
SOURCE: U.S. CENSUS BUREAU
Percent of the Population: 22.3%
Percent Growth Forecast by 2010 (ages 20-44): 0.4%
SOURCE: U.S. CENSUS BUREAU
Merchandising Mandates
Gen Xers are the best early adopters, so target some
new candies or new versions of candies specifically to them. They are especially
willing to try new flavors of an old favorite.
Remember many Xers are parents now, so targeting new kid candy to them is pertinent, too. They are early adopters for their children, as well
Believe it or not, nostalgic candy will work with this crowd, too. You may think they’re too young to be nostalgic, or too fickle to have favorites, but that’s not the case, according to Morrison. "The reality is that with today’s socio-economic, political climate, this market yearns for safer, happier days," he says. "Surrounded by crime, job insecurity and dealing with the ramifications of 9/11, they can have a strong draw to nostalgic candy brands." Marketers would therefore be wise to bring these skeptics back to a time of innocence, comfort, and fun. Gen Xers see candy as an inexpensive way to get there.
Remember many Xers are parents now, so targeting new kid candy to them is pertinent, too. They are early adopters for their children, as well
Believe it or not, nostalgic candy will work with this crowd, too. You may think they’re too young to be nostalgic, or too fickle to have favorites, but that’s not the case, according to Morrison. "The reality is that with today’s socio-economic, political climate, this market yearns for safer, happier days," he says. "Surrounded by crime, job insecurity and dealing with the ramifications of 9/11, they can have a strong draw to nostalgic candy brands." Marketers would therefore be wise to bring these skeptics back to a time of innocence, comfort, and fun. Gen Xers see candy as an inexpensive way to get there.
GEN X SNAPSHOT
Ages Now: 23-39
Outlook: Skeptical
Work Ethic: Balanced
View of Authority: Unimpressed
Relationships: Reluctant to commit
Life Perspective: Self
Outlook: Skeptical
Work Ethic: Balanced
View of Authority: Unimpressed
Relationships: Reluctant to commit
Life Perspective: Self
Compelling Messages of their Formative Era:
"Don’t count on it."
"Remember—heroes—aren’t."
"Get real."
"Survive—stayin’ alive."
"Ask why?"
Source: Claire Raines Associates (Claire Raines is the author of "Connecting Generations.")
"Remember—heroes—aren’t."
"Get real."
"Survive—stayin’ alive."
"Ask why?"
Source: Claire Raines Associates (Claire Raines is the author of "Connecting Generations.")