Small Business Advice For Generation X

Gen Xers may get forgotten in favor of boomers and millennials, but they’re an invaluable component of small business ownership. Self-sufficient, resourceful, and independent, Gen Xers often drive their own decisions when it comes to business decisions.

Gen Xers have witnessed many landmark moments and cultural shifts over time. Discover how to reach them effectively with your marketing campaigns by following these tips:

Leverage your experience

Generation X workers are characterized by hard work and independence. Accustomed to new technologies and more open to learning than younger colleagues, Generation Xers make an excellent resource for companies seeking to leverage new innovations.

Gen Xers can often be overlooked by businesses, yet this generation should be treated as an essential one to target. They’re primed to take over leadership roles once baby boomers retire and possess enough buying power to fuel growth within any company.

Reaching Gen Xers through traditional marketing channels such as TV and radio can be effective; remembering they spend over two hours daily watching traditional media is crucial. Gen Xers enjoy doing research before purchasing products and brands, so content marketing that offers information is also likely to attract this demographic. Finally, this demographic values transparency and trustworthiness, so make sure your marketing plan includes authentic communication practices to connect with them successfully.

Don’t push them to work long hours

Gen Xers are team players who want to work hard while also seeking balance in their work lives and increase production efficiency. Spending less time in meetings and more time working offline will help Gen Xers remain engaged, productive, and focused on the task at hand.

Elders have witnessed many historic moments, from the moon landing to the fall of the Berlin Wall and beyond, which provides them with invaluable knowledge on engaging other generations. This makes them great sources of guidance when it comes to engaging them.

People don’t enjoy “work for work’s sake.” Once experienced in their field, they want to continue doing it well and are most loyal to companies that treat them fairly and understand their perspective of the world around them. Provide clear evidence of how their contributions benefit your business and they will reciprocate this loyalty with long-term dedication.

Give them the freedom to seek advice on their own

Gen Xers have often been in the workforce for two decades or longer. Because many are sandwich generation caregivers for both children and elderly parents, they know how to balance work with life effectively.

Gen Xers have long been considered “latchkey” generations due to their early life experience learning how to fend for themselves without parental help, creating unwavering resourcefulness and resilience. Witnessing major geopolitical events such as the Cold War/fall of Berlin Wall/AIDS epidemic/dotcom boom/bust cycles etc, Gen Xers developed strong financial bases upon which to build their businesses; Gen Xers value authenticity as well as brands with socially responsible practices delivering quality products or services and are loyal towards brands that deliver such experiences.

Don’t overwhelm them with feedback

Generation X stands between Baby Boomers and Millennials, juggling family life, homeownership and career commitments with relative ease. Marketers sometimes underestimate their experiences and adaptability; but Gen Xers have the know-how to shape organizational culture and fuel innovation.

Gen Xers prioritize family time and independence over hard work in their careers, preferring open, direct communication that gets to the heart of issues quickly. They value team-based collaboration over top-down hierarchy; you can expect them to work effectively together in the workplace.

Integrate loyalty programs into your marketing strategy to capture Gen Xers’ attention. According to an Oracle survey, 71% of Gen Xers indicate that loyalty programs impact their purchase decisions; offering discounts and loyalty programs as incentives can build brand trust among target audiences; don’t forget to highlight this information via social media!