In this episode of Actionable Marketing In Minutes we talk about marketing to Generation X and the things that set them apart from Millennials.

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Download our Marketing To Millennials eBook here!

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Sometimes, it seems our best marketing efforts are falling on deaf ears. We talk and talk and talk, and yet somehow, the message is not being heard.

American playwright Charlie Kaufman once said, “Constantly talking isn’t necessarily communicating.”

That quote could be something to keep in mind when considering marketing messages and methods. Especially as they relate to different generations. When you think about it, it makes sense that each generation has a unique perspective based on their life experiences. For this reason, successful marketers recognize the need to individually tailor both content and platforms to these different buying groups.

Today, we’re comparing and contrasting the X and Y (or Millennial) Generations. There is a big difference between their outlooks and how they live their lives, and how that translates into how they react to your marketing tactics.


I’d like to pause for a minute to mention an ebook we’ve developed called: MARKETING TO MILLENNIALS. We’ve created this resource to help those marketing to the Millennial generation. If your target market is between the ages of 16 to 36 then your business is marketing to millennials. This generation consumes media and has buyer preferences and habits that are markedly different from past generations. This podcast edition will scratch the surface of one way to reach this generation. But to get a leg up on your competition and learn how to effectively market to these buyers, download our Marketing to Millennials ebook by clicking on the link in the podcast description.

We’d like to look at 4 key differences between marketing to Gen X’s and Millennials based on these categories: Financial values, influencers, purchase habits, and sales and marketing. Keep in mind, Gen Xers are in their late 30’s, 40s and 50’s while Millennials are in their teens, 20’s and early 30’s.

1. Gen X are credit savvy and set medium-term goals.

Millennials are credit dependent, with short-term wants.

2. Gen X values expert opinions. They are influenced by reason and logic.

Millennials value their peers’ opinions and are influenced through experience – whether theirs or their peers.

3. Gen X are brand switchers.

Millennials have no brand loyalty.

4. Gen X is better reached through direct and targeted media.

Millennials are better reached through social channels and electronic media.


As I mentioned earlier, each generation’s worldviews shape the way they respond to marketing efforts. It’s crucial to understand your specific market segment in order to reach them and to speak in a way that resonates. And that they’ll act on. Otherwise, though you will be talking, you won’t be communicating and you will be less successful. By reaching out to each generation, in a way they will hear, will make your marketing actionable and effective. And that means a greater return on your marketing spend.

We hope you’ve found this information helpful. Please connect with us on Twitter @DirectiveGroup or on LinkedIn. Let us know what you think and what you’d like to hear about next. And if you like our podcasts, please share with your networks using hashtag #actionablemarketing. Join us next time as we discuss Getting Started with Facebook Ads.