December 11, 2024
While most marketers chase Millennials and Gen Z, the “forgotten generation” is quietly making waves on social media—and not just on Facebook. Think TikTok, Reddit, and Pinterest.
Generation X (born between 1965 and 1980) is an interesting demographic. Ok, so we know that this is a blunt way of looking at your social audiences, but we wanted to unpick this segment a bit more because they are frustratingly ignored.
What might surprise you is that Gen X spends more time on social media than Millennials, averaging seven hours per week. They’re also more likely than younger generations to research products on social platforms before purchasing. This means their online behaviour is deliberate and purchase-driven—perfect for social commerce strategies.
And this isn’t just about “broadening your audience.” Gen X holds 27% of global spending power, spends more time on social media than Millennials, and is poised to inherit trillions from Baby Boomers. They’re practical, tech-savvy, and value loyalty—but only if you earn it.
So, this week’s newsletter is all about the generation that is pure gold for 2025!
Where gen x really spends their time
You probably think Gen X lives on Facebook. And yes, 81% of them are active there. But they’re not stopping there. Generation X, often overshadowed by younger cohorts, is a formidable force on social media platforms. Here’s a breakdown of their engagement:
- Facebook: A staggering 90% of Gen Xers engage with Facebook weekly, making it their primary platform for connecting with family, sharing updates, and exploring brands.
- YouTube: 65% of Gen Xers regularly use YouTube, seeking educational and entertaining content.
- Pinterest: Surprisingly, 40% of Gen Xers are active on Pinterest, using it for DIY projects, culinary ideas, and home decor inspiration.
- TikTok: As the chart from @GWI shows, they’re on TikTok. Not for viral dances, but for nostalgia, practical content, and entertainment. The platform’s short, engaging format works well for brands that combine utility with humour or retro flair.
- Reddit: Over a quarter of Gen X uses Reddit for product research, niche communities, and authentic advice.
Surprised? Good. The point is, they’re not just where you expect.
They’re not just lurking
Gen X isn’t here for passive scrolling. They’re actively engaging with brands, and they expect more than surface-level interactions
- 55% say brands that respond to them on social media are more memorable. Engagement matters. Ignore their comments, and you’ll lose their trust.
- 43% higher website traffic from campaigns featuring Gen X influencers. Forget Insta-perfect influencers, they want relatable voices.
- 32% increase in Gen Xers using social media for product research and purchases. They do their homework before committing
While everyone else chases Millennials and Gen Z, this generation quietly holds 27% of global spending power. They’re decision-makers in business and at home, and they’re sitting on the edge of a £70 trillion inheritance from Baby Boomers.
Your first step? Reassess your platform strategy. Yes, Facebook and YouTube are staples, but TikTok and Reddit are where the opportunities lie. On TikTok, they’re consuming practical, nostalgic, and relatable content, not trends. A clever campaign tapping into their DIY nature or ‘90s nostalgia could deliver big.
On Reddit, they’re engaging in unfiltered discussions, doing serious product research, and joining niche communities. If your brand isn’t part of that conversation, you’re leaving trust and sales on the table.
Gen X also values utility above all else. Forget overly polished campaigns, because they want substance. This is where Pinterest shines. Their love for home improvement, cooking, and DIY projects makes it a goldmine for lifestyle brands. Build shoppable pins and share step-by-step guides that solve problems or inspire creativity. It’s simple, effective, and exactly what they’re looking for.
Engagement matters. Over 55% of Gen X says brands that respond on social media stand out. They’re not just scrolling. They’re asking questions, reading comments, and expecting answers. For brands, that means being present, responsive, and genuine.
Gen X isn’t traditionally associated with influencer marketing, but campaigns featuring Gen X creators drive 43% more website traffic for brands. Why? They’re drawn to relatable influencers who share their life stage, values, and concerns, not aspirational, picture-perfect content. This means age-appropriate influencers or creators with a practical, grounded voice can do the heavy lifting for your brand.
Finally, stop treating Gen X like an afterthought. This isn’t just a demographic to pad out your audience numbers. It’s a generation with serious buying power and influence. They’re influencing family decisions, workplace dynamics, and even younger generations. Craft campaigns that don’t just sell but build relationships.
The question isn’t whether Gen X is worth targeting—it’s whether you can afford not to.
Want help to build the business case or strategy for Gen X, then get in touch!