Let’s be real—Gen X doesn’t always get the spotlight. Sandwiched between Boomers and Millennials, they’re often called the “forgotten generation.” But if you’re overlooking them in your marketing strategy, you’re missing out big time. Marketing to Gen X means reaching a group with serious influence and spending power.
Gen Xers are currently between 44 and 60 years old (born between 1965 and 1980).
They’re at a stage in life where they’re leading companies, raising kids, supporting aging parents, and spending more than any other generation. In fact, their annual household spending averages $95,700, and they hold a whopping 23.5% of global spending power (Collage Group, 2025; Visual Capitalist, 2024).
Ignore them in your generational marketing strategy, and you’re ignoring people with serious buying power—and a deep sense of brand loyalty (when you earn their trust).
Looking to understand how to reach other generations, too? Check out our articles on:
Understanding Gen X: The Context Marketers Need
Before you can succeed at marketing to Gen X, you’ve got to understand where they’re coming from. Their values, habits, and media preferences were shaped by very specific life experiences. Here’s what makes them tick.
Self-Reliant and Skeptical
They were the original latchkey kids—coming home to an empty house, heating up leftovers, and figuring life out on their own That built-in independence never left them.
They grew up watching political scandals, economic crashes, and corporations lay off loyal employees without blinking. So they’re not naive. If your brand makes big promises, it better back them up.
They spot B.S. fast. And once you lose their trust? You likely won’t get it back.
Peak Earning and Spending Years
Gen X is at their financial prime Many are still working full-time, leading departments, or even running entire companies. On top of that, they’re financially responsible for two generations—kids and aging parents.
They’re buying everything from insurance to home improvement tools to travel experiences. And they’re not afraid to spend—as long as it feels worth it.
This is a generation that compares products, checks reviews, and knows what value looks like. That’s why marketing to Gen X should focus on usefulness and transparency, not hype.
Digital Fluency with Analog Roots
Gen X is the bridge generation.
They went from rotary phones to smartphones, from mix tapes to streaming, from dial-up to Wi-Fi. They’re tech-savvy—but they’re not glued to their screens like younger generations.
They’ll happily shop online, use mobile payments, and browse social media. But they also still check email, enjoy print catalogs, and appreciate real-world customer service.
For marketers, that means one thing: you can’t just focus on TikTok ads or short-form hype. You need a strategy that blends digital and traditional media in a way that respects their intelligence and values their time.
That’s the key to marketing to Gen X effectively.
To understand other generations, read our articles on:
What Gen X Wants from Brands
Let’s talk about expectations. Because if there’s one thing Gen X doesn’t have time for, it’s being talked down to.
Marketing to Gen X Means Earning Their Trust Not Buying It
This generation grew up with advertising all around them—TV commercials, billboards, early internet pop-ups—you name it. They’ve seen every sales trick in the book. That’s why gimmicks, fluff, and overpromises just don’t work.
They want honesty over hype.
If your product’s great, prove it. If it’s not for them, they’d rather you be upfront about that too. Gen Xers appreciate brands that give them the information and let them decide. Think clear copy, no BS, and product descriptions that don’t feel like they were written by a robot.
Quality Still Wins
Gen X isn’t necessarily hunting for bargains—they’re hunting for value.
They’ll pay more if it means the product lasts, customer service is solid, and the experience is smooth. They’re more likely to be loyal once you’ve earned it—but one bad experience, and they’ll quietly disappear.
In short, if you’re marketing to Gen X, you need to show—not tell—that you respect their time, intelligence, and wallet.
Privacy Matters More Than You Think
Unlike younger generations who grew up oversharing online, Gen X is more cautious. They’re selective about who they give their data to, and they’re quick to click “unsubscribe” when brands overstep.
So skip the spammy countdown emails and retargeting overkill. Instead, let them opt in on their terms and keep things clean, respectful, and helpful. That kind of approach goes a long way.
Where to Reach Gen X: Channels That Work
You know what they care about—now where do you actually talk to them? Turns out, marketing to Gen X works best when you meet them in places they already trust and spend time.
Email Still Wins
Forget TikTok trends for a second. Gen X checks their email—and they read it.
If your subject line is clear and the message is helpful, they’ll open it. They don’t mind newsletters, especially if they feel like they’re getting something useful in return.
This is the generation that still values inbox content over push notifications. So if you’re running a campaign, make email a cornerstone.
Reviews, Comparison Tools, and Long-Form Content
Gen X doesn’t impulse buy. They do the homework.
They want detailed specs, real customer reviews, honest FAQs, and side-by-side product breakdowns.
So go ahead and write that blog post or product deep-dive. It may not go viral, but it will convert.
Facebook and YouTube Not Snapchat
If you want to reach Gen X where they scroll, go for Facebook and YouTube. They use these platforms not just to catch up with family or watch funny videos—they use them to research, compare, and even shop.
That means your videos, carousels, and promoted posts can actually move the needle—if they’re informative, not flashy.
Think content that respects their time and helps them make smart decisions. That’s the real win.
How to Market to Gen X?
This is where your strategy meets execution. If you’re going to connect with Gen X, your campaigns need to feel grounded, smart, and above all—useful.
Focus on Function Not Flash
Gen X doesn’t care about bells and whistles unless they add real value. They’ve seen the hype cycle play out too many times to fall for style over substance.
If you’re marketing to Gen X, lead with what your product actually does. Be specific. Be useful. Think side-by-side comparisons, how-to guides, and customer testimonials that sound like real people wrote them.
Use Nostalgia With Purpose
Gen X loves a good throwback—but only if it makes sense. Rebooting an ’80s or ’90s aesthetic for no reason won’t cut it. But referencing shared experiences (like VHS tapes, mixtapes, or early internet life) can spark connection if it ties back to your message.
Think Nintendo’s NES Classic or RadioShack’s “The ’80s Called” ad—both used nostalgia to say something meaningful.
Personalize Without Being Creepy
Yes, Gen X appreciates personalization. But they’re also very aware of privacy risks. So skip the overly tailored ads that make it seem like you’re stalking their browser history.
Instead, focus on helpful recommendations. Use purchase history to suggest add-ons. Offer curated content based on past behavior—but make it feel like a bonus, not an invasion.
Examples of Effective Gen X Marketing
There’s no better way to understand what works than by looking at campaigns that got it right. When it comes to marketing to Gen X, the best brands connect by being real, respectful, and relevant.
These examples do just that—each one using a slightly different approach to resonate with this pragmatic, tech-comfy generation.
Subaru’s “Love” Campaign
Subaru nailed the emotional side of marketing to Gen X with its “Love” campaign.
Instead of flashy promises, they highlighted family, safety, and dependability—three things Gen X deeply values. By showing how their cars fit into everyday family life, Subaru created emotional connections without overdoing it.
Nintendo’s NES Classic
This campaign was a masterclass in purposeful nostalgia.
Nintendo reintroduced its iconic 1980s console in a compact, easy-to-use format—just in time for Gen Xers to share it with their kids. It wasn’t just a walk down memory lane; it bridged generations while reinforcing Nintendo’s place in both the past and future of gaming.
Dove’s Real Beauty Campaign
Dove’s approach appealed to Gen X’s no-BS mindset. Instead of aspirational perfection, they featured real women with real bodies and real stories.
It resonated deeply with Gen X women who came of age questioning media stereotypes and now want to see brands walk the talk on inclusion.
RadioShack’s “The ’80s Called” Ad
This ad stood out because it didn’t try to hide the past—it embraced it.
RadioShack poked fun at its own outdated image with a flood of 1980s pop culture references. For Gen Xers, it was a rare case of a brand being self-aware and fun without feeling fake.
Each of these examples shows that marketing to Gen X works best when it’s rooted in trust, usefulness, and a deep understanding of what this generation truly values.
Final Thoughts on Marketing to Gen X
Marketing to Gen X isn’t about flashy ads or viral moments. It’s about showing up with consistency, value, and clarity. This generation has grown up making its own decisions, doing its own research, and forming deep—but earned—brand loyalty.
If your product or service fits into their life, solves a real problem, and treats them like adults who know what they’re doing? They’ll notice. And they’ll come back.
So keep it smart. Keep it honest. And above all—respect their time. That’s how you win Gen X.
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