The How and Why of Copywriting For Generation X

Generation X are people who are 38 to 53 years old in 2019. And, as a target demographic, when it comes to copywriting and marketing, they are ripe for the “attacking”.

Generation X in Australia are known as the ‘ forgotten generation’ and aren’t as noisy or given as much attention as all the other generations, particularly when it comes to marketing. Which is silly because once you onboard them as customers, they are ridiculously loyal. So marketers and brands are doing themselves a disservice by not creating and marketing products to them.

They like to research a lot and are keen information sharers amongst their friends, colleagues and family. Which means, they are going to Google the heck out of your brand and compare your product or service to your competitors long before they make a decision. But, like I mentioned above, once they have made a decision, they are highly likely to be brand loyal.

Although the most brand loyal out of all the generations, they are still constantly seeking value for money and convenience at stores such as Big W, Aldi and Target. 70 per cent of generation X want brands to make their lives simpler and more convenient because many just want more time with the family and more “me time”. They want to create more time so they can spend with family and have an active hands on role in…