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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Generation X market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

  • Generation Z – born 2000-12
  • Millennials – born 1980-99
  • Millennials (younger) – born 1990-99
  • Millennials (older) – born 1980-89
  • Generation X – born 1965-79
  • Baby Boomers – born 1946-64
  • Swing Generation/World War II – born 1945 or before

What you need to know

The voice of Gen X (Generation X) has been allowed to go unheard for a long time. While the discord between Millennials and Baby Boomers has rumbled on, brands have lost touch with the nuanced pressures and concerns faced by the sandwiched Gen X.

Expert analysis from a specialist in the field

Written by Jack Duckett, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Too often overlooked and consequently too often underserved, Generation X presents a golden opportunity for brands that can welcome them in from the wilderness. Being pulled in all directions can create a build-up of different pressures that brands can help to alleviate, starting by motivating them with advertising that goes beyond a basic portrayal of aspiration and success Jack Duckett
Associate Director of Consumer Lifestyles Research

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Generational definitions
      • Executive Summary

          • The market
            • The overlooked Generation X
              • Figure 1: Generational structure of the UK population (projected), 2019
            • The consumer
              • Generation X time pressures come to bear
                • Figure 2: Activities Gen X don’t have time to do, November 2018
              • The so-called “Sandwich Generation”
                • Figure 3: Types of support Gen X provide for their/their partner's parents, November 2018
              • Gen X take a positive attitude towards age
                • Figure 4: Gen X attitudes towards age, November 2018
              • Gen X prioritises financial and physical health
                • Figure 5: Gen X current lifestyle priorities, November 2018
              • Advertising representation is out of step with how Gen X describe themselves
                • Figure 6: How Generation X describe themselves vs how Gen X describe their representation in marketing, November 2018
              • What we think
              • Issues and Insights

                • Advertising representations of Generation X are falling flat
                  • The facts
                    • The implications
                      • Gen Xers – particularly women – struggle to find their own space, time, and confidence
                        • The facts
                          • The implications
                          • Demographic Overview – What You Need to Know

                            • Understanding the overlooked Generation X
                              • Demographic features of Generation X
                              • Demographic Overview

                                • The overlooked Generation X
                                  • Gen X accounts for 20% of population
                                    • Figure 7: Generational structure of the UK population (projected), 2019
                                  • 63% of Gen Xers own their own home
                                    • Figure 8: Living situation, by generation, November 2018
                                  • 70% of Gen X have children
                                    • Figure 9: Proportion of Gen X with children, November 2018
                                    • Figure 10: Proportion of Gen X with children in household, by age of child, November 2018
                                  • Gen X are the generation least likely to describe finances as healthy
                                    • Figure 11: How respondents would describe their financial situation, by generation, November 2018
                                  • Gen X keeps pace with younger generations on mainstream tech ownership
                                    • Figure 12: Technology device ownership, by generation, November 2018
                                • The Consumer – What You Need to Know

                                  • Time pressures come to bear on over-stretched Gen X
                                    • Six in every 10 Gen Xers take on practical support role for parents
                                      • Most Gen Xers feel young for their age
                                        • Gen Xers focus on financial and physical health
                                          • Gen X representation in advertising out of step with self-perceptions
                                          • Generation X Time Pressures

                                            • Getting enough sleep is a big challenge for Gen X
                                              • Figure 13: Activities Gen X don’t have time to do, November 2018
                                            • Gen X women, in particular, struggle to find time to relax
                                              • Figure 14: Activities Gen X don’t have time to do, by gender, November 2018
                                          • Support Provided for Parents

                                            • Gen X offer practical support to parents
                                                • Figure 15: Types of practical support Gen X provide for their/their partner's parents, November 2018
                                                • Figure 16: Do/arrange household maintenance repairs for them, by gender, November 2018
                                              • Medical and health support could leave Gen X stretched
                                                • Figure 17: Types of medical and health support Gen X provide for their/their partner's parents, November 2018
                                                • Figure 18: Help them get to and from medical appointments, by gender, November 2018
                                              • Financial support more likely to mean money management help
                                                  • Figure 19: Types of financial support Gen X provide for their/their partner's parents, November 2018
                                                  • Figure 20: Help with money management, by gender, November 2018
                                              • Attitudes towards Age

                                                • Gen X take a positive view on age
                                                  • Figure 21: Gen X attitudes towards age, November 2018
                                                • Representation in advertising and the media has room for improvement
                                                  • Gen X show lower confidence in looking their age than Millennials
                                                    • Figure 22: Proportion of adults who agree with the statements “I feel young for my age” and “I feel like I look my age”, by generation, November 2018
                                                  • Gen X still feel they have more to achieve
                                                    • Figure 23: Proportion of adults who agree with the statement “I am where I thought I would be at this stage in life”, by generation, November 2018
                                                • Current Lifestyle Priorities

                                                  • Gen X focus on financial and physical health
                                                    • Figure 24: Gen X current lifestyle priorities, November 2018
                                                  • Gen X place the strongest emphasis on financial stability
                                                    • Figure 25: Current lifestyle priorities, by generation, November 2018
                                                • How Gen Xers Describe Themselves

                                                  • A veritable mix of tradition and open-mindedness
                                                    • Figure 26: How Generation X describe themselves, November 2018
                                                  • Convenience could be king for over-stretched Generation X
                                                    • Figure 27: Proportion of adults who describe themselves as ‘busy’, by generation, November 2018
                                                    • Figure 28: Proportion of Generation X who describe themselves as ‘busy’, by gender, November 2018
                                                  • Marketing depiction is out of step with how Gen X view themselves
                                                    • Figure 29: How Generation X describe themselves vs how Gen X describe their representation in marketing, November 2018
                                                  • Marketers missing a trick on open-minded, fun, and adaptable representations
                                                  • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                      • Abbreviations
                                                        • Consumer research methodology

                                                        About the report

                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                        • The Consumer

                                                          What They Want. Why They Want It.

                                                        • The Competitors

                                                          Who’s Winning. How To Stay Ahead.

                                                        • The Market

                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                        • The Innovations

                                                          New Ideas. New Products. New Potential.

                                                        • The Opportunities

                                                          Where The White Space Is. How To Make It Yours.

                                                        • The Trends

                                                          What’s Shaping Demand – Today And Tomorrow.

                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                        Description