Why Market To Generation X?

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Generation X was the backbone of Operation Iraqi Freedom and continues serving the US effort to bring peace to the Middle East. None had to be there. They chose to be there by becoming Marines, soldiers, sailors, airmen or Coast Guardsmen. For example, our son, Bill, 32, was finishing a four-year Marine Corps enlistment when September 11 changed his life plan. Completing Officer Candidate School and The Basic https://hamiradio.co.jp/
School would mean another four-year commitment—but one he gladly made. After receiving his commission, Bill was assigned to Okinawa, and recently returned from an 8-month deployment to Iraq.

So don’t mistake Gen-Xers for Baby Boomers. Generation X detests labels–including the “Gen-X” tag it’s had to live with–and unlike their Boomer parents, has no illusions about the future.

Gen-Xers are…

• Less status-conscious than their parents, Gen-Xers are not into show, they want re¬sults. Many Xers no longer view college as the only way to prepare for vocations lead¬ing to rewarding careers. These sharp young people are becoming a significant economic and social force.

• Boldly putting their own stamp on business. Launching hi-tech and other types of companies at a record clip, Gen-Xers are less tied down by old notions of bureaucracy, and they’re ready to try out their own management styles. Yet, they view financial prosperity as a by-product of a well-rounded life, not the main event.

• Risk-takers. Surveys find adversity, challenges, and the high risk of failure, far from discouraging Gen-Xers, have produced a tough, even ruthless edge. Resilience, the willingness to abandon a losing project and try again, is fundamental.

• Motivated to make a difference. Gen-Xers are attracted to careers that compel interest and provide the challenge of competition. Thirty years ago, Peter Drucker in The Ef¬fective Executive, wrote: “Doing the right thing is more important than doing things right.” Judging by the wave of successful Whiz Kids with neither formal business edu¬cation nor conventional management training, Drucker’s message resonates.

• Interested in good personal relationships. Embracing racial and cultural diversity more genuinely and less self-consciously than any generation before them, Xers are also more likely to be tuned-in to personal relationships and do business with someone they like and believe to be competent than with someone claim¬ing to be an “expert.”

• Delaying marriage and starting families. Maybe it’s because they’ve seen so many Boomers end up in divorce court, the so-called challenge of being single in a couples-oriented world no longer squares with the demographics.

As a result, Xers also are:

• More stable when they do marry, Xers are about