Generation X encompasses ages 36 to 51 in 2017. They have been referred to as the “Lost Generation”. This generation is the first of the “latchkey” kids, exposed to lots of daycare and divorce.
Many Gen Xers are less interested in social issues and care more about themselves and their families. This could be a result because so many of the Gen X generation came from broken homes. However, as a group they represent one of the best educated generations with over 29% obtaining a Bachelors degree.
Caution and skepticism run high in the Generation X demographic. Technologically they can be very sophisticated but there is a large population that is highly frustrated with tech.
Marketing can be tricky as the message must be truthful and the advertising mediums used must be diverse from social media to print advertising.
On a positive, brand loyalty tends to run high in Generation X. So once you hooked them on your product or services, they are more likely to return than other generations.