They have trouble making decisions. They would rather spend time holidaying than climb a corporate ladder. They have few heroes, no anthems, no style to call their own. They crave entertainment, but their attention span is as short as one zap on the TV dial. Most hate yuppies, hippies, and druggies. They postpone marriage because they dread divorce. Things they hold dear are family life, local activism, national parks and mountain bikes.

Generation X is the generation born between approximately 1965 to 1980. It’s a very indifferent generation and possibly the most invisible.

 Being the first one to grow up with VCR’s and video games, Generation X are very technologically savvy, having experienced the arrival of personal computers into the school systems, the introduction of home computing and the growth of interactive media. 

This is the first generation to experience extensively a dual-income household with all the advantages and disadvantages. The members learned independence at day-care and pre-school so they’re used to being on their own. They are more comfortable with women and minorities in leadership roles as most of their mothers worked outside the home and they themselves are quite racially diverse. 

So the attributes of Generation X that businesses are to understand are: 

• Tech-savvy
• Blunt
• Independent
• Sceptical
• Knowledge-seeking (and sharing)

 Those of Generation X are also known to shift loyalties very easily. They are shrewd online shoppers and also play a huge role in the purchase decision of their baby boomer relatives.  

Lastly, it’s all about value. They tend to be in industries which have seen layoffs and where growth has stalled which leads to more conscious spending. This means spreading the word to friends and workmates about great deals and where to find them is actually a means for Xers to signal their tech savvy.