How to engage Generation X: 6 ways to tap into their wants and needs

Relaxed man holds Apple iPhone with a big X on the screen

By AdviceBridge

Generation X is the neglected middle child. Born between 1965 and 1980, they are sandwiched between millennials and baby boomers. And they are busy!

Get to know Generation X

Now aged between 41 and 56, they are dealing with children, mortgage payments, and work. They are more pessimistic than baby boomers and are doubtful about being able to afford to retire.

Many Gen Xers still read newspapers and magazines. They also listen to the radio and watch around 165 hours of TV a month. They are also busy online and spend roughly seven hours a week on Facebook – more than any other generation.

They take a digital savvy approach to life. They will use the internet for research and go online for financial management.

Although pre-pandemic they preferred to transact in person, as for so many of the population, digital transactions have now become much more familiar.

Gen Xers are saving to send their children to university, working to pay off their mortgage, and for their retirement.

The best way to communicate with Generation X is through email marketing

Generation X rely on email for work and updates from family. They check their email regularly: at work, at home, on tablets and iPhones, and desktops.

Because Generation X were the first generation to grow up with computers, they have woven technology into their lives. They are entirely comfortable using all kinds of technology, and many can afford to buy the latest gadgets.

Loyal customers who won’t fall for hype

Gen Xers are suspicious of institutions and sceptical about hype. Once they find a brand that matches their values and aspirations, they tend to remain loyal customers.

So, with all this background in mind, what are the best ways to engage with them?

Here are 6 ways to tap into Generation X wants and needs

1. Give them context

Of all the generations, Gen Xers lead the way in online reviews. They write and consume online reviews and will use them to help inform their purchasing decisions.

Tap into this: use client testimonials in your marketing material and include a reference and/or link to your Google reviews and your VouchedFor profile.

2. Tell it straight

Generation X have an impressive ability to sniff out crap. The majority are managers or entrepreneurs and so have the knowledge and experience to know when someone’s spinning them a line.

Tap into this: Give them the information they crave and be authentic in your messaging. Don’t expect them to fall for any old sales spiel. Be frank – they will appreciate and respect your honesty.

3. Turn it into a story

Many of this generation are parents and consume media that relates to their values. In particular, Gen X women enjoy sentimental advertising with a focus on family life.

Tap into this: Root your conversations in real-life possibilities. Your financial expertise gives you the ability to change lives. Share true stories of how your advice has helped others.

4. Engage on social media

It’s not only millennials who are obsessed with social media, Gen Xers are equally likely to engage with brands this way. In some cases, they are actually more likely to use social media, especially Facebook.

Tap into this: Make sure social media forms at least part of your marketing strategy. Use it to promote the stories they are most likely to respond to. And remember to keep messaging authentic.

5. Give them something to watch

This generation love video. They watch hours of TV and consume plenty of online video content too.

Tap into this: Use short videos to promote your services. If you’re comfortable behind the camera, consider setting up a YouTube channel and create video content that informs and educates people about financial planning. Alternatively, consider adding footage of recorded client testimonials to your website.

6. Give a great digital experience

This generation won’t take kindly to a clunky, outdated web experience. If your website is slow to load, looks outdated, or is full of trite sales patter, they’ll go straight for the back-button.

Tap into it: Invest in a great website. If you don’t have the technical skill yourself, use a platform such as WordPress, Squarespace, or Wix. To make a great first impression, consider asking a respected digital agency to build your website for you.

How AdviceBridge can help

Gen X clients may not be immediately profitable, but the AdviceBridge platform uses automation to help you personalise advice in an efficient and cost-effective way.

Generation X are interested in saving for their children’s university fees and for their retirement. They are also working towards paying off their mortgage. The goals-based tools enable your clients to see how altering their finances will affect them now and in retirement.

The white-label app gathers personal and financial information from clients and digitises many of the time-consuming processes, allowing you to focus on the relationship, instead of admin, research, or reports.

With sophistication and detail, AdviceBridge shows the best way to invest across different tax wrappers, cutting fees, and saving tax.

Get in touch

If you want to find out how AdviceBridge can benefit your business and your clients, please get in touch. Email or call us on 020 3925 3850.