Marketing to Gen X - US

Gen X is among the most highly educated segments in the U.S., and one that has a high concentration of consumers (about 56% of the segment) who feel that “advertising manipulates people into buying things they really do not want.” Additionally, more than half feel that “online advertising is especially annoying” (see the Attitudes Toward Advertising, Ethics, and Environment section).

These generally negative attitudes toward advertising that are common among Gen Xers appear to be a function of a widespread perception that advertisers don’t have the best interests of consumers in mind, and are simply trying to manipulate people for profit. This undoubtedly causes some Gen Xers to simply ignore messaging that does not appear to be absolutely truthful and relevant to them.