Are You Marketing to Gen X… or Missing Them Completely?

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A Distributor Channel Marketing Moment


 Are You Marketing to Gen X… or Missing Them Completely?
Know Your Target Market

By Desiree Grace

The “Forgotten Generation.” Yep, that’s me. Gen X, born between 1965 and 1980, we are a smaller cohort than the Baby Boomers and Millennials. Just don’t lump us in with the Boomers, no matter what those Tik-Tokkers say, because we are NOT the same. But overlooked doesn’t mean insignificant. Gex X represents roughly 65 million Americans and an estimated $5 trillion in consumer spending. We are also in our peak-earning years. Many are now in senior leadership roles, running companies, approving budgets, and shaping strategy. In other words: if you’re selling to people over 50, you can’t afford to misunderstand them.

If you are crafting a sales pitch or a marketing campaign to those influential people from the Gen X crowd, know they are entrepreneurial and productive in the workplace and value work-life balance. This is the generation that didn’t automatically say “yes” to after-work happy hours and golf outings.

They were the original latchkey kids, which shaped them into independent, self‑sufficient adults. They were also the first generation to grow up with personal computers at home and school, so they tend to embrace technology rather than fear it. This group is also highly-educated, with most having attended or graduated from college. This includes women, who outpaced men in college completion rates.

Culturally, given the world events they witnessed, this group tends to value authenticity. They’ve lived through enough economic, political, and technological upheavals. They don’t want hype and have a pretty good nose for BS. Stroking their ego won’t work. Present facts and results, instead.

Savvy and self-reliant, they are less likely to preen or care about what others think of them

Gen X is also resourceful, pragmatic, and adaptable. They can roll with organizational changes and understand that businesses need to make money. The good news is that they don’t need a lot of managing or hand-holding. Give them a task and desired outcomes, and let them get to work. Give them clear expectations, the tools they need, and space to execute. They will get the job done.

This isn’t an exhaustive list, but it’s a reminder: Gen Xers are their own people with their own motivations. Treating them like Boomers or Millennials is a fast track to misalignment; do so at your own peril.

If your brand message doesn’t resonate, you may be the one who gets forgotten.

Want to sharpen your message for the audiences who actually make decisions? River Heights Consulting helps distributors and manufacturers refine their strategy, strengthen their voice, and connect with the customers who matter most. Let’s build a message that lands.


TL;DR

Gen X is a powerful, independent, tech‑comfortable, authenticity‑driven generation with major buying power and leadership influence. Skip the stereotypes, skip the fluff, and speak to them with clarity, facts, and respect.


About the Author

Desiree Grace helps organizations communicate with clarity, confidence, and purpose, especially when navigating generational differences in the workplace. A proud Gen Xer herself, she blends humor, practicality, and real‑world experience to help leaders craft messages that resonate across age groups. Connect with her on LinkedIn.








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