At the Cannes International Advertising Festival last week, Proximity revealed some research that aims to get closer to the Gen X crowd (today aged 30-40 roughly). A common theme across most of the seminars - hosted by agencies across the globe - was the need to send more relevant message to more targeted groups. In line with this Proximity sought to look more closely at this group and identified three key types of gen X'ers.
Gen X have grown up in an era of unprecedented change. The first generation to grow up with the Internet and mobile, to witness the growth of global markets and to see the fragmentation of families. They are among the most influential in management and arguably the most marketing savvy, seeking out brands that reflect who they are and what they believe in. They are stressed but like being busy. Technology is seen as a tool, but they know when to 'switch off'.
Three sub-sets:
Cruisers: Carefree and independent with individual, yet electic needs that take them away from the mainstream. They are into urban brands, thoughtful and opinionated. Less inclined to be connected 24/7 and more disillusioned with life in general than other sub-sets.
Nesters: Cultural conoisseurs where life centres around social groups, friends and family. Their broad liberal values mean they value freedom highly and are big on local communities. Many are still looking for fulfillment in their lives.
Super breeders: As the title would suggest, it's all about the kids for these guys. Their inherent competitiveness is filtering into how they raise their kids, with some feeling strongly about preventing kids seeing overt advertising. Stong concern about the bigger social issues - they want to be connected. Expectations are felt to be able to 'do it all': raise the kids and retain a strong personal identity/job.
The survey was undertaken in 18 countries with over 5,000 respondents.
