Marketers can incorporate nostalgia in their campaigns to engage with Gen X consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 01, 2019, 7:08 PM UTC

Gen X makes up 31% of the total US income, but 54% of them are “frustrated” that brands continually ignore them.

This piece says people born between 1965–1980 makeup 30% of the US population and enjoy old commercials and music they grew up with. Brands can strike a nostalgic chord with Generation X by posting throwback pictures on social media and encourage Gen Xers to comment and share. 

The author further adds brands can use creative videos to appeal to Gen X by using real-world narratives. This generation watches “upwards of 32 hours of TV a week, and 45.8 million of them consume digital videos.”

Brands can offer free return shipping and prepaid return labels to make Gen Xers feel secure about the brand. Adding a personal and authentic touch to marketing can help brands earn the loyalty of these high-value consumers. 

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[9 minute read]