instore - June 2015 - (Page 20)

Generation X T o understand the marketing strategies a supermarket needs Characteristics to use to attract and gain loyal shopping from Generation X, they first need to understand who Generation X is, and why Generation X saw the first home computers, and quickly learned to this generation is the way it is. According to Pew Research Center, use them. Although the millennial generation springs to mind first Generation X consists of the population of American adults presently when thinking of technology today, it was Generation X that saw this ranging in age from 35 to 50 years old. technology from its infancy to where it is today. Sandwiched between the baby boomers and millennials, Generation Growing up with fewer rules, more autonomy, and often with single X's numbers fall short of both the bookend generations. With the baby parents that worked long hours, plays a large role in the attitudes of boomer generation at 77 million and the millennials at an estimated the demographic. They reject rules altogether as opposed to the baby 83 million, both considerably outnumber Generation X. Another boomers who embrace them, and the millennials who re-write them. interesting fact that lessens Generation X's numbers is its span. Most generations span a roughly 20 year period, but for some reason As small children, Generation X didn't possess the capability to forsee Generation X spans only about 16 years, says Paul Taylor, executive vice its future, but the freedom it enjoyed gave it hope. As it came of age and president for special projects at the Pew Research Center. began to understand the world, political and governmental antics along with a tanking economy gave the generation a genuine and warranted As the first "latchkey kids" and children of higher divorce rates in the distrust for authority. Generation X began to understand that security '70s, Gen Xers grew into an independent and self-reliant generation. would come only from its own power and activism. They prefer to do things their own way; they're savvy, skeptical and cynical. Taylor refers to them as the "neglected middle child," and this The long and dedicated work hours of their baby boomer parents gave adds to their being slighted in favor of the boomers and millennials. Gen Xers a strong work ethic, but the soaring divorce rate gave them a This also adds to the, what seems to be, indifference on their part to deep yearning for the family unit. Gen Xers work hard and are results care. They resist pampering and preening, Taylor says, and don't care oriented, but value family time more than work. They work to live what others think of them, or if others think of them at all. rather than living to work. Overall, Generation X has developed into a complicated and unique demographic. It looks for affordability, but at the same time demands quality. It understands the value of hard work, but puts work second to family. 20 * JUNE 2015 * instore

Table of Contents for the Digital Edition of instore - June 2015

instore - June 2015
Editor's Note - Answering the Challenge
What's Ahead
Table of Contents
News - On Our Radar
Industry Research - Trending Donuts
Trendspotting: Pies
Trending Dips, Spreads, Toppings
Trendspotting: Sushi
Consumer Insights - Generation X
Diet Trends - Consider Trans Fat Free
Shopper Demographics - Still Getting Healthier
Nutrition Statistics
Seasonal Promotions - Trading Up for the Holidays
Specialty Foods - Asian Cuisine Takes Hold
Product Spotlight - Sweet Snacking
Specialty Cheese - French Cheese
Equipment - Labor Savers
Product Trends
Next Up
Product Showcase/Ad Index

instore - June 2015