Who are Xennials and Why Should Marketers Care?
Generational labels are often overused, but in marketing, understanding demographics is vital to reaching the right audience. Forget Millennials and Gen X, there is a micro-generation you may have never heard of: Xennials.
Who Are Xennials?
Born between 1977 and 1985, Xennial is the name given to a micro-generation that bridges the gap between Generation X and Millennials. Originally coined in 2014 but never made an official designation, Xennials like myself are placed at a unique point in the history of technology, experiencing an analog childhood and a digital adulthood. As the last generation to grow up without smartphones and the internet, Xennials learned to adapt and embrace technology in their early 20s. Now reaching their 40s with established careers, families and secure incomes, Xennials are an important and influential audience.
For marketers that want to connect with Xennials, here are three strategies to consider:
1. Tap into Nostalgia
Xennials have fond memories of a simpler, pre-digital childhood with mixtapes and Saturday morning cartoons. We remember when the advancement of technology meant the sound of dial-up internet to connect or waiting until 9pm to use our cell phones, when minutes were free. Brands that tap into the nostalgia with retro products or cultural references, can create a strong emotional connection and successfully engage this audience.
2. Leverage Multi-platform Media
As the last generation to grow up without being immersed in technology but the first to embrace social media (we were all friends with Tom on MySpace), Xennials appreciate both digital and traditional media. While they use mobile devices, they may prefer completing online purchases or job applications on desktops. An omnichannel marketing approach that combines digital engagement with tangible touchpoints may drive more conversions.
3. Recognize their Unique Identity
Xennials share some traits with both generations they are sandwiched between, yet are distinctly different. They tend to be characterized by a blend of realism and optimism, a strong sense of social justice, and resilience shaped by entering the workforce during economic downtowns. Marketing efforts should focus on authenticity, transparency and simplicity, avoiding broad generalizations and trends.
Conclusion:
Although Xennials represent only about 8% of the U.S. population (roughly 25 million people), their unique position as a transitional generation makes them a valuable audience. Contact me or your team at SCG to learn more about how we identify personas and target the right audience.
