Generation X-ers (continued)

December 18, 2006

Yesterday I wrote of some mindsets that Generation X-ers may have in common . Continuing to look at this age group (born 1965-1976) there seem to be three behavioral characteristics that shape their actions.

1. Generation X Buyers demand that they get what they want the way they want it.
This age group grew up with prosperity, privelege, ample possessions, and instant
gratification. As consumers, they are motivated and have the skill and confidence to find
whatever takes their fancy in the market; but they want their own salesperson. -
someone to be their advocate and someone skilled in the buying process.

2. Generation X Buyers are accustomed to using technology to check out facts.
These buyers will do their own research. They know what they want and they
have the determination to find it. They seem to have a great belief that whatever they are
looking for can be found. They want the salesperson to give them facts and they will work out
how the facts fit their desired goal.

3. Generation X Buyers care deeply about how these "facts' are presented.
These buyes have grown up with computers and the Internet. They go online frequently and
trust that they will find the answers they are looking for online. Email or text messaging is
their preferred mode of communication. This generation is independent and rarely trusts
authority. They have worked to develop skills that put them in the driver's seat.

This is the next "leadership" generation. Will they have as profound effect on the economic environment as did the preceding generation of Baby Boomers?