Marketing to Gen X: Are you Missing the Forgotten Generation?

When brands talk about generational marketing, the spotlight almost always lands on Millennials and Gen Z. These younger generations dominate headlines, social media platforms, and influencer marketing. But in the rush to engage with what’s new and next, many marketers are overlooking a powerhouse generation—Gen X.

Born between 1965 and 1980, Gen X wields considerable spending power and decision-making authority. Gen X contributes approximately $7 trillion to global consumer spending. Yet, they’re often excluded from modern brand strategies, earning the nickname “the Forgotten Generation.” This oversight can be a costly mistake, especially when you consider Gen X's loyalty, disposable income, and omnichannel shopping habits.

Even more surprising? The widespread misconception that Gen X is digitally disengaged. In reality, they’re highly connected and spend more time online than many marketers realize. It’s time to rethink your approach to marketing to Gen X.

Dual Roles: Caregivers and Consumers

Gen X is often called the “sandwich generation”—individuals balancing the needs of both their children and their aging parents. This dual role makes Gen X unique in the marketplace and creates a wide spectrum of opportunities for brands that understand their responsibilities, challenges, and priorities.

Gen X Marketing Opportunities

Gen X isn’t just shopping for themselves. They’re managing household budgets and making purchasing decisions across multiple generations. For their aging parents, that might include hearing care, senior living communities, wellness care, and financial planning services. These consumers are often deeply involved in researching, selecting, and even funding these services—making them a vital audience for healthcare, insurance, and elder care marketers.

On the opposite end, Gen Xers are also raising children—from young kids to teens and even college students. This means they’re frequently in the market for education services, college savings plans, tech devices, and family travel. As their children grow, Gen X’s purchasing priorities shift, creating new opportunities for businesses that cater to life-stage transitions.

Because of their roles as caregivers, Gen X consumer behavior tends to lean toward brands that offer value, convenience, and long-term reliability. They appreciate tools and services that help them save time, reduce stress, and feel confident in the decisions they’re making for their loved ones.

If your product or service can support their caregiving journey—whether it’s helping a parent live more comfortably or preparing a child for the future—your brand has a strong opportunity to connect with this generation on a meaningful level.

Mastering Media: Gen X is Omnichannel

Gen X grew up watching cable TV, listening to the radio, flipping through catalogs, and receiving mail. Even so, they have seamlessly adapted to the digital age. This generation actively uses smartphones, shops online, reads email newsletters, scrolls social media, and engages with both print and digital content regularly. That makes them a prime audience for omnichannel marketing services that deliver a seamless experience across platforms.

They still appreciate traditional media like TV, radio, and direct mail, but they’re also active on digital platforms such as Facebook, LinkedIn, and YouTube. They use email daily and aren’t strangers to online shopping, price comparing, reading reviews before making a purchase, and expecting brands to meet them wherever they are in their buying journey.

Omnichannel Marketing for Gen X

Your best bet? Marketing to Gen X with a strategy that blends both digital and offline touchpoints. Omnichannel marketing services allow you to create a cohesive experience across every channel—whether it’s a postcard with a coupon on the kitchen table, a well-timed email, or a remarketing ad that reminds them to complete a purchase.

Here are a few campaign examples for reaching Gen X:

• Home Services Promotion with Direct Mail + Email + Social Retargeting: A home services company sends a physical postcard promoting seasonal maintenance, followed by an email with an exclusive coupon, and then retargets the Gen X consumer on Facebook and Instagram who clicked the email but didn’t schedule an appointment. This creates multiple, reinforcing touchpoints that guide the Gen Xer through the funnel at their own pace.
• Healthcare Awareness Campaign Using Streaming TV + Direct Mail: A senior living community targets Gen X with streaming TV commercial ads to highlight the benefits of assisted living for aging parents. A follow-up self-mailer provides in-depth information and a contact number for scheduling community tours. This strategy caters to their need for both digital and tangible resources.
• Automotive Campaign Using Direct Mail + Email + YouTube Reviews: A car dealership sends a personalized direct mail offer for trade-in deals, follows up with an email highlighting safety and reliability features Gen X values, and links to trusted YouTube reviews of the models featured in the promotion.

By integrating your campaigns across multiple platforms and tailoring your messaging to match Gen X consumer behavior, you build trust and consistency that this generation values. They may not respond to flashy trends, but they do respond to thoughtful, well-executed strategies.

Speak Their Language: Authenticity Wins

Gen Xers are not swayed by hype or hashtags. Forget buzzwords and flashy gimmicks. When marketing to Gen X, prioritize messages that are clear, honest, and value-driven. 

Talk about how your product solves a real problem, saves time, or delivers long-term value. Back up your claims with social proof and customer testimonials.
70% of Gen Xers tend to have brand loyalty. To build trust with the “forgotten generation,” focus on providing a top-notch customer experience. Gen X consumers reward consistency and develop customer loyalty with brands that treat them with respect.

Don't Overlook the Forgotten Generation

Gen X may not be the loudest generation online, but their influence is massive. They make household decisions, support multiple generations, and control significant spending.

If you’re serious about effective generational marketing, it’s time to put Gen X back on the map. Tailor your strategies to their lifestyle, communicate with authenticity, and leverage omnichannel marketing services to reach them wherever they are.

Ready to Start Marketing to Gen X?

Let Darwill help you build a strategy using our omnichannel marketing services that speaks directly to Gen X. Contact us today to start crafting campaigns that drive real results.