La Generación X ha sido la última en crecer sin internet. Los que pertenecen a esta generación son capaces de socializar sin Wi-Fi y están viviendo la vida al máximo, con bebés a cuestas.

La generación X está infravalorada en lo que respecta a la economía, aún teniendo en cuenta que corresponde a una cuarta parte del rango de ingresos superior al 25%.
Son grandes gastadores y el 54% se siente frustrado porque las marcas los ignoran constantemente, la oportunidad espera.
Socializa de manera diferente a otras generaciones. El aumento de los ingresos desechables duales exige un gusto por el lujo, pero la diversión y la relación calidad-precio óptimas son un requisito previo para las ocasiones sociales. Con horarios ocupados y responsabilidades familiares, el tiempo es valioso, lo que impulsa los fines de semana meticulosamente planeados donde se favorecen las sesiones de socialización repletas que son más cortas en duración pero con un impacto social mayor.
Mi tiempo. La hora del yo es de suma importancia para esta generación y, si no está disponible, ver a los padres y a la familia en general es igual de satisfactorio.
Ser y parecer cool aún es importante para ellos y también buscan eventos sociales que satisfagan este deseo interior.

Planes de acción

sociales multitarea con horarios complicados, es importante captar la atención de la generación X dónde y cuándo se pueda. Inkling (una plataforma de habilitación móvil diseñada para ayudar a los empleados a crear confianza y trabajar de manera más eficiente, al tiempo que proporciona a los líderes de operaciones una visibilidad total del rendimiento en el campo) descubrió que para esta generación la televisión sigue siendo su principal fuente de medios, con un 60% que dice que las marcas deberían estar más presentes en este canal para aumentar sus posibilidades de compra.
Piensemos en la generación X como una generación neutral en cuanto a los medios: crecieron con los medios antiguos (TV) y se adaptaron a la perfección a los nuevos (medios sociales), por lo que dominan ambos.
Entender que la generación X es pobre en tiempo es importante. Las marcas que surgen en momentos inapropiados, especialmente durante el tiempo en familia, pueden ser descartadas. Un enfoque inteligente que sepa captar la atención de está multitud en el momento adecuado es esencial, y si no olvidamos que hay menos ventanas abiertas, el contenido debe ser llamativo e hiper relevante.
Las marcas que realmente resuenen a la generación X tendrán sus corazones para siempre, con tres de cada cinco encuestados que confirman que una vez que encuentran una marca que les gusta, se quedan con ella.

Fuente: WGSN. Traducción CoolhuntingLab

Categoría: Estilo de vidaPor Dani Vilalta 4 noviembre 2018

Autor: Dani Vilalta

Who spends the most ? Gen X vs Millennials

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Who spends the most ?…

Gen X are the last generation to grow up without the internet. They can socialise without Wi-Fi and are living life to the full, with babies in tow.

Gen X is an underrated influencer when it comes to the economy, with a quarter sitting within the top 25% income bracket. They are huge spenders and 54% are frustrated that brands constantly ignore them – opportunity awaits.
Gen X are socialising differently to other generations. Increased, dual disposable incomes demand a taste for luxury yet optimal fun and value for money is a prerequisite for social occasions.
With busy schedules and family responsibilities, time is precious, prompting meticulously planned weekends where jam-packed socialising sessions that are shorter in length yet pack a social punch are favoured.
Me-time is of utmost importance to Gen X, and if not available, seeing parents and the wider family is equally as fulfilling.
Being and appearing cool is still important for Gen X and they’re seeking social events that realise this inner desire.

Big spenders

Gen X outspend all other generations when it comes to eating out and entertainment, according to the US Department of Labor. As busy professionals, they make a middle-class income, with an average of $50,400. By comparison, hyper-targeted Millennials make $34,430 on average. British Gen Xers make up nearly 28% of the UK’s total population and have the highest weekly expenditure (£894 vs. an average of £683).
With more disposable income at hand, and the added factor of dual income, they’re a powerful generation that are consuming at a rapid pace. Demographics expert Brad Edmondson writes: “60% of Gen X couples are in dual-income households. With more college education overall than any previous generation, many Gen Xers are financially successful and favour shopping at chains such as Austin, Texas-based Whole Foods Market and Rochester, New York-based Wegmans Food Markets.”
Gen X spend the most on wine ($5,717 per person) out of any generation. Wine Access’ 2018 report notes: “As their careers and incomes grow, it is Gen X who will be taking over from the Baby Boomer generation as the dominant fine-wine consuming demographic. In 2017, Gen X was the most likely to spend $70 on a bottle of wine more than once a month.”
It’s not just wine they’re spending big on, Gen X now makes up 23% of all restaurant visits, just 2% shy of Millennials at 25%. And according to a 2016 survey by TD Bank, while Gen X eat out on average of eight times per month, compared to Millennials at 13 times, Gen X spend an average of $123 versus Millennials’ $103.
Don’t overlook the purchasing power of the “small but mighty” generation. As Sean Mahoney, vice president and group director at Digitas Studios says, “They’re actually the people in power – power of the purse. They’re running households, they’re moving into political power, they’re in the centre of everything.”

Action points

As social multitaskers with hectic schedules, it’s important to grab Gen X’s attention where and when you can – Inkling (a mobile enablement platform designed to help employees build confidence and work more efficiently, while providing operations leaders total visibility into field performance) found TV was their top media source, with 60% saying a brand should be present on this channel to increase their chance of purchase.
Think of Gen X as a media-neutral generation – they grew up with old media (TV) and adapted seamlessly to new (social media), so they’re fluent in both.
Understanding that Gen X are time-poor is important. Brands that crop up at inappropriate times, especially during family time, may get dismissed. An intelligent approach that catches this cohort at the right time is essential. There are less windows of opportunity so content needs to be appropriately eye-catching and hyper relevant.
Brands that truly resonate with Gen X will have their hearts forever. This generation are most likely to be loyal, with three in five agreeing that once they find a brand they like, they’ll stick with it.

Source: WGSN

Categoría: LifestylePor Dani Vilalta 4 noviembre 2018