Gen X - US Attitudes and Trends
Generation X, those who are born between 1965 and 1980, is made up of a diverse group of people. This generation is made up of families that may have young children, adult children, and even grandchildren. They also grew up with both old school ways of life, and technology and new ideas. Because of this, they have a very specific set of trends that set them apart from other generations.
Generation X is taking a much more active stance when it comes to healthcare, due to various factors specific to their generation. Firstly, they are at an age where many are taking care of both their own children, and their parents, along with themselves. That means different types and levels of healthcare that they need to be educated on. Furthermore, three-quarters of Gen Xers claim to be the main decision makers in their family when it comes to healthcare.
This generation is also more active in their pursuit of healthcare education because they are overall less trusting of healthcare professionals, especially from large healthcare organizations. They tend to do their own searches for information to go along with what they heard from experts. Evidence is more important to this generation than loyalty, and they are much more willing to shop around for healthcare that fits their expectations.
Lastly, Gen Xers are at an age where their looks are starting to visibly age, and this bothers as many as 40%, with 24% claiming they would consider medical intervention to slow down or repair the visible aging process.
Generation X is the first generation to grow up with computers. They are generally comfortable with most technology that is used in the workplace, such as computers, smartphones, tablets, and various software programs, and they are willing to learn how to use new programs and devices. 52% of this group uses smartphones and 29% regularly uses a tablet. Though this group is comfortable with technology and willing to adapt, they do tend to stick with platforms that they know, such as social media platforms and traditional email, for as long as they can. Many Gen Xers are also loyal to the basics, along with technology, because they are "the last generation to be schooled in the old manner". One study shows that while 60% of Gen Xers use smartphones daily, 48% still listen to the radio, 62% read newspapers, and 85% have favorite shows on traditional television.
Social media is prevalent in many Gen Xers lives. One study found that this generation spends about 32 hours a week on all types of media, and 7 of those hours on social media. Again, they do tend to stick with social media that has been around for a long time, with 65% saying that Facebook is their favorite social network, and 40% preferring to use a laptop to view social media over a smartphone. This generation also uses social media frequently for the purpose of following brands and reading reviews, with 49% saying they follow companies. They are also more likely to unfollow brands that post something they deem offensive.
Similar to their shopping habits in healthcare, Generation X doesn't settle on the first item they find. They are big on shopping around for a better price. They also value customer reviews and are most likely to spend a large amount of time researching the quality of a product before purchasing it. Contrary to the lack of loyalty that this generation has to healthcare experts, Generation X is very brand loyal. Studies show they will even pay more for items from brands they are loyal to.
This generation values quality of work and making a difference in the work place. One survey shows that 39% of Gen Xers value making a positive impact on their company more than anything else. While they value hard work more than anything, they do appreciate the perks, with 48% of respondents saying they value pay and bonuses the most of all their work perks, and another 25% valuing paid time off. Overall, this generation values a company's impact and reputation more than financial aspects when it comes to motivation to choose a company to work for. The survey also shows that 41% of Gen Xers are most motivated to stay in their job position when they feel a sense of pride in their work.
People from Generation X are shown to spend more money on travel than other generations, with 31% of travel income coming from Generation X. They are also the most likely to travel for pleasure, with 79% of trips being for fun instead of business. That statistic puts them behind millennials when it comes to traveling for work, but ahead of baby boomers. Family-oriented travel is also very important, as this generation has both younger children and grandchildren. Going along with this generation's need for evidence and opinions, 71% use various sources, such as travel agencies or online reviews, to check out things like airlines, hotels, and destinations before they decide to purchase. Because they are comfortable with technology and the internet, 82% of trips booked by Gen Xers are booked online.
In conclusion, Generation X is the best of both worlds when it comes to old school ways and new ideas and technology. They are less trusting of experts, more reliant on evidence instead of opinion, and are brand loyal.