Amidst all the hype about Baby Boomers and Millennials, marketers appear to have virtually forgotten about a generation that should not be overlooked: Generation X or those born between 1960 and 1980 – now ages 35 to 55 years old. Few marketers seem to be focusing on the demands and needs of this profoundly influential generation. But the fact of the matter is, they cannot afford not to.
Despite their small numbers, the influence of Gen X is unquestionably mighty. Gen Xers’ connection toward generations before and after (Millennials and Boomers), as well as their technological savviness and brand loyalty make them an exceptionally unique consumer base. And because of this heavy influence, Gen Xers also have enormous buying potentia
As the bridge between Boomers and Millennials, Gen Xers have more influence than marketers even realize, particularly if they are financially supporting both aging parents as well as young adults. From digital devices to clothing brands, and retirement homes to healthcare options, it is Generation X who holds the majority decision-making power over many individuals in the Boomer and Millennial generation.
Indian brands have chosen to pamper the flirtatious non-committal generation of millennials over the more value-driven, brand loyal generation of Gen Xers that precedes them. The cover story of November issue of IMAGES Retail attempts to understand how addressing generation Gen X — who is as vivacious about living and spending as the younger counterpart — can open up a whole new market.
Apart from this imperative and insightful study on the small but mighty demography of ‘Gen Xers’ in this issue, we have also carried out an intriguing feature on start-ups that could change the business of retail and a SWOT analysis of the current modern jewellery retail market.
Other regular sections include features on brands such as Zivame- one of the best e-tailing innovations ever; inside Aéropostale’s India strategy and a salutation to the success of CDIT major Croma.
With the wide-ranging content that this issue offers, I am sure you will find our November edition extremely informative.