The “In-Between Generation”: Tips to Help Food Marketers to Reach Gen X

Gen Z and millennials continue to be the generations marketers are trying to reach –  but what about my generation, Gen X? This generation is characterized by those born between 1960 and 1980. This group is still in the workforce and either approaching middle age, or smack in the middle of it. So how can today’s food marketers cater to this “in-between,” but not-to-be ignored generation? Three tips:

Gen X’ers are in their prime working years and, next to boomers they have the highest median household income. Click To Tweet.

  1. Convenience is Key. One reason why convenience is so important to this generation is Gen X has the largest households of any generation. They have their own children, some returning home from college – plus they are taking care of their aging parents and family members – also referred to as the “sandwich generation.” This means they are strapped for time, but are spending more on groceries.[ii] This is a good opportunity for food retailers to provide convenient options such as “veggie butchers” and meal delivery options.
  2. Health Matters. According to the Hartman Group, 50 percent of Gen X’ers read the product’s nutrition information before deciding what to purchase. As diet-related illnesses increase, Gen X’ers are more concerned with what they are putting in their body as they cruise in to the next phase of their life. Food companies with a positive health profile need to communicate science-based health messaging that will resonate with consumers to help their product stand out in a saturated market. Retailers, with the help of retail dietitians, can help drive purchase of nutrient-dense foods, by providing consumers with solutions to help them incorporate them in to their diet. This includes providing resources such as recipes and meal planning ideas that help consumers adhere to an overall healthy lifestyle, as well as special diets (gluten-free, vegetarian, vegan, etc.).
  3. Don’t Ignore the Brick and Mortar. Research reveals that while all generations are increasing their online spending habits, members of Gen X, who spent their childhoods offline, appear comfortable in both online and brick and mortar stores. They are often researching products online, and purchasing them in-store. Amazon’s acquisition of Whole Foods is a good example of how these two can work together to reach Gen X. Amazon announced that they would be offering a discount to Prime members in Whole Foods stores.

Have you considered Gen X in your marketing and PR plans? Don’t forgot about this “in-between” generation that is influential in making purchase decisions in the home.

[i] Technomic Blog

[ii] The Why Behind We Buy Survey.

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