Marketing to Generation X: Get Lucky With the 13th Generation

They’re self-reliant, highly educated, and fiercely ­independent. Don’t ­overlook the latchkey kids. Full disclosure: This reporter is a member of Generation X. And if there’s one thing that’s woefully apparent, it’s that this group is the least talked about generation on the planet. Much more dazzled by the larger-in-numbers millennials and baby boomers, the media, marketers, and retailers have swept Gen Xers under the carpet. We are, indeed, America’s neglected middle child. But should we be? A Yahoo study published in November, “Gen X: America’s Most Influential Generation,” pointed out that ignoring us is a critical error.  The reality is that there are some 81 million adults ranging in age from 34 to 49, and they are in their prime earning years. Gen Xers represent 31 percent of total income dollars, hold 29 percent of net worth dollars, and make between $6

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