They are brand loyal, well educated, hard working and sandwiched between two huge, distinct and louder generations. Generation X, born between 1965 and 1980, are 65 million strong and range in age from 36 to 51. These middle-children of the demographic world are in the prime of their healthcare lives. They have children to care for, older parents to take care of, and soon they will be making appointments for their first mammograms and colonoscopies. They will be concerned about their cholesterol, and need diabetes screening. Getting to know them and making sure they don’t feel like the neglected, invisible middle child they are notorious for claiming to be will be in your best interest.

Introducing Generation X

  • They’re reaching the age where their accomplishments are evident. In their work lives, for example, they make up 68 percent of Inc.’s Top 500 CEOs, and their household income exceeds that of both Boomers and Millennials.
  • In their personal lives, 82% are homeowners and two-thirds are married.
  • As mentioned above, their time is divided between their children and their aging parents, and they are providing financial support to both groups. As a result, they are in a position to influence the decisions of portions of the much larger demographic groups of both Boomers and Millennials.
  • They are digital consumers: nearly all use mobile phones with 60% using smart phones daily.
  • They’re regular users of the internet—two-thirds use a laptop on a daily basis—with 60% researching health symptoms using medical and health-related websites.
  • They shop, bank, read reviews posted by others, and check the news online regularly.
  • Xers are described as independent, adaptable, resourceful and resilient. They’ve also been described as practical, skeptical, structured, linear and cautious.
  • They value authenticity, transparency and individuality.
  • They appreciate and expect a personalized approach in marketing that is honest, direct, and developed specifically for them.

Gen Xers are at the peak of their earning and spending years; they’re also nearing some of their peak “healthcare-user” years. Download our Generation X infographic and learn more about starting a relationship with these 36-to-51-year-olds.

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