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For decades, advertisers have pitched their ads toward Baby Boomers, the great demographic bubble of affluent individuals born between 1946 and 1964. As Boomers became advertising and media executives themselves, this trend was reinforced. But this emphasis on Baby Boomers to the exclusion of all others marginalized a group whos purchasing dollar is becoming more powerful every year -- Generation X. Advertisers and marketers can no longer afford to ignore this group, nor to appeal to Xers with warmed-over Boomer campaigns.
Sixty-five million adult "Xers" came of age in a world radically different from the one that Boomers inherited. The decline of the economy and upsurge of divorce have made Xers more sober and cynical, yet more flexible and less ideological, about the definition of "family." Although jaded by the materialistic '80's, they are on the whole much more comfortable with interactivity and other sophisticated technology than Boomers. Although disillusioned by the Boomer swing from activism in the '60's to status in the '80's, they are more tolerant of diversity and experiment than their forebears.
Karen Ritchie, a pioneer in marketing to Xers, has produced the first serious introduction to Generation X for the advertiser. Ritchie begins by showing the significant statistical and demographic differences between Xers and Boomers in income, education, occupation, and rates of marriage and divorce. Next, she shows how the unprecedented ethnic diversity of Generation X shapes the attitudes and expectations of the group as a whole. Ritchie then takes us on a guided tour of the cultural influences that have brought Xers into adulthood, from MTV and infotainment to E-mail. Finally, Ritchie examines the buying tastes and habits of Generation X, noting that they are above all savvy, cost-conscious, and skeptical of "hype."
Advertisers should embrace Generation X -- indeed they must, if they hope to survive into the next century. But in so doing, Ritchie suggests, they must modify existing advertising strategies to move away from Boomer fantasies and from the intrusive stereotypes that dominate current attempts to reach Generation X. They need to develop more realistic strategies that recognize both that generation's economic clout and its impact on marketing today.
- Sales Rank: #5303002 in Books
- Brand: Brand: Free Press
- Published on: 2002-01-15
- Released on: 2002-01-15
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .50" w x 6.12" l, .65 pounds
- Binding: Paperback
- 192 pages
- Used Book in Good Condition
From Publishers Weekly
Baby-boomer Ritchie's epiphany regarding selling products to younger consumers serves as the springboard to this primer for perplexed?and, yes, aging?marketers. Amply armed with relevant anecdotes from her personal experience as an advertising and media executive, as well as an arsenal of statistics, Ritchie presents detailed, contrasting portraits of her contemporaries and the now formidable generation born between 1961 and 1981. The author's insights function as a road map for deciphering the considerable information presented. Most interesting are the parallels drawn between generational perspectives, e.g., "To Boomers, television is a mirror.... To Generation X, television is not a mirror, but a window." Although much of the media buzz surrounding Generation X has cooled, Ritchie wisely cautions that it is essential to understand this diverse and ultimately powerful group of 79.4 million people. This title will be a useful tool for many a baffled Boomer, as well as a pop-culture history lesson for "Xers," validating much of what they already know.
Copyright 1995 Reed Business Information, Inc.
From Booklist
As so-called baby boomers age, there has arisen a new generation to be categorized, characterized, analyzed, stereotyped, written about, targeted, and advertised and sold to. And apparently none of this can happen without first tagging it with a label. The name that seems to have stuck so far is "Generation X," taken from Douglas Coupland's 1991 novel. If nothing else, though, that label suggests an unknown quantity and emphasizes the fact that the most recent generation to come of age is more diverse and fragmented than any before. Undaunted, Ritchie, a past senior vice-president at advertising powerhouse McCann-Erickson and now responsible for media buying for General Motors, argues that marketers and advertisers have ignored differences between "X-er's" and "boomers," which they must now face up to or risk losing this newly dominant market. Traits belonging to this group worth noting, suggests Ritchie, are its diversity, fascination with interactivity, resistance to obvious or patronizing marketing appeals, uncertain future, and general resentfulness of the attention the previous generation received. Because, as Ritchie points out, there is little information on targeting this particular market, most business libraries will want to consider this book. David Rouse
Review
David Lauren Publisher/Editor-in-Chief, "Swing Magazine" As a Publisher and Editor-in-Chief of a magazine targeting today's young adults -- and as a "twentysomething" myself -- I have done an enormous amount of reading about and research on the elusive "Generation X" market. Karen Ritchie, however, has written a book that provides new, insightful, and useful information on the subject. And, she has done so in an entertaining and easy manner. It's no surprise that the person who first told marketers to pay attention to my generation's growth and power is still on the forefront when it comes to their needs, interests, and concerns.
Drew C. Massey Founder, "P.O.V. Magazine""Marketing to Generation X" is unequivocally the final word on media and my peers.
Julie Lewit-Nirenberg Publisher, "Mademoiselle" After all the books on the subject that were longer on attitude and anecdotes than facts, "Marketing to Generation X" is a welcome relief. Karen Ritchie has done her homework and everyone who has anything to sell had better pay attention or miss out on the largest generation of young adults this country has ever produced.
David Verklin Executive Vice President and Managing Director, Hal Riney & Partners, Inc. "Marketing to Generation X" is a must-read for any professional who hopes to effectively target and communicate with the massive Generation X market. Karen takes us through her own journey as a Baby Roomer grappling with issues of a skeptical, pragmatic, street wise, and suspicious Generation X.
Carolyn Vesper Senior Vice President and Associate Publisher, "USA Today""Marketing to Generation X" should be required reading for anyone who manufactures, markets, or sells anything.
Most helpful customer reviews
15 of 17 people found the following review helpful.
Book Falls Into Trap Familiar to Baby Boomers
By A Customer
This book was a major disapointment and waste of time. Instead of providing interesting insights and data on young adults (25-35), the author instead decides to talk about her own generation, the Baby Boomers. As a child of Baby Boomers, I'm quite aware of the impact their perceptions had on me; however, this book focuses too heavily on the my parent's generation and how they influenced my generation. In my opinion, the author has fallen into a problem many Boomers have - a tendency for self-absorption and selfishness. When she does get to talking about the subject we are all interested in, the talk becomes a familiar litany of divorce rate statistics, overexposure to television and my generation's supposed cynical outlook on life. Skip the book and use the money to buy a meal for your favorite "Generation X'er" so that you can ask them the questions you're looking for. The results will be more accurate than anything in this book.
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