August 25, 2009

Brands Should Reach Gen Xers Through Word Of Mouth

Nearly Half Of Gen Xers Tell Their Family And Friends About Products That Interest Them

by Nate Elliott

with Peter Sargent, Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

The once "ambivalent" Generation X — adults ages 30 to 43 — has become a mainstay of the workforce. This generation has adopted social technologies and is highly vocal as nearly half tell their friends and family about products that interest them. Brands seeking to reach Gen X should factor into their marketing programs a way to reach them socially by creating platforms for them to spread word of mouth, encourage them to create content, and engage them in advocacy programs.

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