Transcript Generation X - The Marketing Toolbox

Generation X
Americans
Born from 1965 to 1976
POPULATION CHARACTERISTICS
□ 49 million Gen Xers
in the U.S.
□ 17% of the U.S.
population.
□ 19% of Gen Xers are
foreign-born. Close
to half come from
Central America.
Percent Distribution of Gen X
Population by Race/Ethnicity
70
63%
60
50
40
30
17%
20
10
0
13%
6%
Asian
Black
Hispanic
White
POPULATION CHARACTERISTICS
Percent Distribution of Gen X
Population by Region
West,
24%
Northeast,
19%
Midwest,
22%
South,
36%
□ More than one-third
of Gen Xers live in
the South.
EDUCATION
Percent Graduating from High
School by Year
100
90
80
70
60
50
40
30
20
10
0
□ Generation X
has higher
high school
graduation
rates than
previous
generations.
1950 1960 1970 1980 1990 2000 2004
Men
Women
EDUCATION
□ Generation X is
better educated
than previous
generations.
□ Women in
Generation X are
the most highly
educated; 32.4%
have a college
degree.
Percent of Gen X With a Bachelor"s
Degree
35
30
25
31%
30%
26%
21%
20
15
10
5
0
Millennials Gen X
Baby
Silents
born 1977 born 1965 Boomers born 1925
to 1994
to 1976
born 1946
to 1945
to 1964
EDUCATION
Percentage of Gen X With a
College Degree
60
59%
56%
50
38%
40
35%
30
19%
20
22%
11%
13%
10
0
Asian
Hispanic
Black
Men
Women
White
□ Asians have
the highest
educational
attainment.
□ Hispanics have
the lowest
educational
attainment
due to recent
immigration.
LABOR FORCE PARTICIPATION
Generations in the Workplace
Silent,
5%
Millennials,
10%
Baby
Boomers,
45%
Generation
X,
40%
□ Four generations
are currently in
the workplace.
□ Boomers and
Generation X
make up 85% of
the workforce.
LABOR FORCE PARTICIPATION
Percentage of Generation X in the
Labor Force, 2005
□ Generation X has
high labor force
participation rates.
100
90
80
70
93%
91%
74%
93%
74%
75%
60
50
40
30
20
10
0
25 to 29
Men
30 to 34
Women
35 to 39
LABOR FORCE PARTICIPATION
Percent of Married Gen X Couples Who
are Dual and Single Earners
70
66%
□ Two-thirds of
Generation X
couples are
both in the
labor force.
60
50
40
29%
30
20
10
0
3%
Dual
earners
Husband
only
Wife only
2%
Neither
LABOR FORCE PARTICIPATION
Pecentage of Gen X Workers
Who Work Full Time
100
96%
94%
95
□ Most Gen Xers work
full time.
90
85
81%
80%
80
75
70
25 to 34
years of age
Men
35 to 44
years of age
Women
LABOR FORCE PARTICIPATION
Percentage of Gen Xers Working 10+
Years for the Same Employer
40
36%
35
30
25
20
15
10
26%
25%
21%
21%
17%
12%
10%
Boomer
women
Gen X
men
Gen X
women
5
0
Boomer
men
30 to 34
35 to 39
years of age years of age
□ Fewer Gen Xers
have long-term
jobs with one
employer due to
layoffs.
LABOR FORCE PARTICIPATION
Percent of Full-Time Gen X
Wage and Salary Workers With
Flex Schedules, 2004
□ More than one in
four (29%) 35– to 44year-olds works a
flexible schedule.
30%
30
29.5
29
28.5
28%
28
27.5
27
Men
Women
INCOME
Yearly Median Income of
Households by Age of
Household Head
$60,000
□ The median income
for Generation X
has declined since
2000.
$50,000
$40,000
$30,000
$20,000
$10,000
$0
1990
1995
25 to 34
35 to 44
2000
2004
INCOME
□ Asian and white
Gen Xers have
the highest
household
incomes due to
dual earners
and higher
education.
Median Income of Gen Xers
by Race
$70,000
$64,568
$60,000
$55,751
$50,000
$40,000
$32,272
$35,723
$30,000
$20,000
$10,000
$0
Asian
Black
Hispanic
White
HOME OWNERSHIP
□ 56.8% of Gen Xers
between the ages
of 30 and 34 own
their own home.
□ 66.6% of Gen Xers
between the ages
of 35 and 39 own
their own home.
LIVING ARRANGEMENTS
Gen X Houshold Heads
60
53%
50
40
30
20
16%
8%
10
0
11%
6%
Married
couple
Female Male no spouse no spouse
Female
living
alone
Male
living
alone
□ More than half
of Gen Xers
live in marriedcouple
households.
LIVING ARRANGEMENTS
□ Almost twothirds of Asian
Gen Xers live
in marriedcouple
households.
□ One-fourth live
alone or with
non-relatives.
Percent Distribution of Gen X
Households Headed by Asians
70
62%
60
50
40
30
25%
20
7%
10
0
Married
couples
Femaleheaded
6%
Maleheaded
Living alone
or with nonrelatives
LIVING ARRANGEMENTS
Percent Distribution of Gen X
Households Headed by Blacks
40
35
30
37%
29%
29%
25
20
15
10
6%
5
0
Married
couples
Femaleheaded
Maleheaded
Living alone
or with nonrelatives
□ More than onethird of black
Gen X families
are femaleheaded.
□ Less than onethird of families
are marriedcouple families.
LIVING ARRANGEMENTS
□ More than half of
Hispanic/Latino
Gen Xers live in
married-couple
households.
Percent Distribution of Gen X
Households Headed by
Hispanics/Latinos
60
56%
50
40
30
19%
18%
20
8%
10
0
Married
couples
Femaleheaded
Maleheaded
Living alone
or with nonrelatives
LIVING ARRANGEMENTS
Percent Distribution of Gen X
Households Headed by Whites
60
57%
50
40
28%
30
20
11%
10
0
5%
Married
couples
Femaleheaded
Maleheaded
Living alone
or with nonrelatives
□ More than half
of white Gen
Xers live in
married-couple
households.
□ More than onefourth live alone
or with nonrelatives.
PRESENCE OF CHILDREN
□ The majority of
women giving
birth are in their
20s and 30s.
□ Generation X
accounts for
most births today.
□ Average family
size for Gen Xers
is 3.2.
Under
27,
35%
42 or
older,
3%
27 to 41
years
old,
62%
PRESENCE OF CHILDREN
Percent of Gen X Households With
Children Under 18 at Home
70%
70
60
62%
55%
51%
50
40
30
20
10
0
Asian
Black
Hispanic
White
□ 7 of 10 Hispanic
Gen X households
have children
under 18.
□ Two-thirds of black
Gen X households
have children
under 18.
PRESENCE OF CHILDREN
□ More than onethird of Gen X
couples have
two children.
□ 1 in 5 Gen X
married couples
have three or
more children.
Percent Distribution of Married
Couples by Number of Children
Three or
More
Children,
20%
Two
Children,
34%
No
Children,
23%
One Child,
24%
PRESENCE OF CHILDREN
Percent Distribution of FemaleHeaded Families by Number of
Children Under 18 at Home
Three or
More
Children,
23%
No
Children,
10%
One
Child,
34%
Two
Children,
33%
□ 90% of femaleheaded Gen X
families have a
child under 18 living
at home.
VOLUNTEERING
34.5% of Gen Xers volunteered their
time in 2005:
28.8% of men volunteered.
39.9% of women volunteered.
Types of organizations Gen Xers
volunteered for include:
Education or youth service
Religious
Social or community service
VOLUNTEERING
Types of volunteer work most
commonly performed by Gen Xers:
Fund-raising or selling something to raise
money
Collecting, preparing, or serving food
Tutoring or teaching
Transportation/general labor
Mentoring youth
SELLING TO GEN X PARENTS
Life has not been stable.
Gen Xers were the children of divorce
and dual incomes, and were latchkey
kids who grew up by themselves.
Selling point: Convince them that your
organization is reliable and will simplify
rather than complicate their lives.
Just below the Baby Boom CCc: Generation X; Modern Donor, 2005
SELLING TO GEN X PARENTS
More family time, less contentment:
Instead of trying to fit family time
around work, they are more likely to try
to fit work around family time. They
would generally like to spend more
time with their kids.
Selling point: “Quantity time” with their
kids as well as “quality time”
2003 Generation X study by Reach Advisors – Marketing Strategy Group
SELLING TO GEN X PARENTS
The “soccer mom” is history.
Moms have a high level of education,
marry later, and have children later.
They are very diverse in their wants
and needs. Many are stay-at-home
moms.
Selling point: S how the variety of moms in
your advertising. If you are only onedimensional, you are dead.
2003 Generation X study by Reach Advisors – Marketing Strategy Group
SELLING TO GEN X PARENTS
Dads do more at home.
Dads work to be involved in the daily
lives of their children and are more
likely to play a significant role in their
activities.
Selling point: Selling kids’ activities to
dads, show how it can help them be
more involved.
2003 Generation X study by Reach Advisors – Marketing Strategy Group
SELLING TO GEN X PARENTS
What’s in it for me?
Because of the way this generation
has been raised and their job patterns,
they look for what is in it for them. They
want to see a direct return on their
investment of time and money.
Selling point: ROI in terms of time and
money
March 2006, An Opportunity and a Challenge, Successful Meetings