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Leo Burnett London | Generation X Masterclass

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Leo Burnett London | Generation X Masterclass

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Leo Burnett London | Generation X Masterclass

  1. 1. Leo Burnett Audience Masterclass Series Presents:
 1 Tiffanie Darke 
 Journalist and author of ‘Now We Are 40: Whatever Happened to Generation X?’ Miranda Sawyer 
 Presenter and journalist Sarah Baumann
 Deputy CEO of 
 Leo Burnett London Jerome Linder
 Managing Partner at Canvas8; leading authority on human behaviour EVERYTHING YOU NEED TO KNOW ABOUT GENERATION X EVERYTHING YOU NEED TO KNOW ABOUT GENERATION X Masterclass Series:
  2. 2. 2 ‘Can the generation that gave us Trainspotting, rave music and 
 Kate Moss really be hitting middle age? What have the dreams of this innovative, creative set of people become now they’ve become 35, 45, 50? Are they still relevant now they find themselves in a technological, millennial world caught between caring for their parents and their kids? The generation that brought us Britpop and New Labour into power are now busy, busy, busy. They brought us the dot com boom and bust (arguably because their ideas were ahead of the available tech) and now they – we – need imaginative solutions to their unique problems. How can brands reach this resourceful, resilient, slightly knackered generation? We’re here to unpick the problems and potential of Generation X.’ This takeaway document identifies 7 themes to help marketers understand Generation X as explored in our ‘Audience Masterclass’ panel event and key learnings for how to talk to this often overlooked generation.
  3. 3. 3 Slacker or stretched? 
 The reality of Generation X 72% of Gen X are very or fairly concerned about the health and wellbeing of their parents, and 65% feel similarly about their children. The ageing population is getting older and the younger population is sticking around longer. And the consequences of this are getting more and more complicated to manage. And if that wasn’t enough, Gen Xers are caught in a double bind of responsibility during a time of phenomenal change and a dark economic and political downturn.  A downturn that has wiped as much as half of their wealth out from under their noses. This is why we are calling them Generation Stretched.
  4. 4. 4 Financially irresponsible or victims of the economy? “The main cause of anxiety in my day to day life is finances” 
 Carol, 42, from Wigan “Gen X are somewhere in the middle: perhaps they own their own home but they’re very unlikely to have a pension. Their wages are very unlikely to go up given their age and the economic situation they find themselves in, and on top of that they’re natural spenders!” Miranda Sawyer 63% of Gen Xers think 
 that the Boomers were 
 the luckiest generation. Generation X are spenders not savers, but they are also the generation that got hit worst by the recession. With no savings buffer and no pay rises, this generation is worse off than their parents and that’s a first in a long time…
  5. 5. 5 Digital immigrants or digital pioneers? “Generation X is the only half digital, half analogue generation.” Tiffanie Darke “If suddenly the internet was to be turned off, we’d be fine! We would cope.” Jerome Linder “We got used to the fact that it was a bit crap and so set out to change it, which is why you see Gen Xers who have come in and changed the face of technology (such as Elon Musk). So we grew up with tech but we also could live without it.“ Jerome Linder
  6. 6. 6 48% of Gen Xers say they suffer from feelings of anxiety or depression at least once a week. Gen Xers are having to deal with mental health issues in their kids and mental deterioration in their parents at a time when they are feeling at their most tired. In addition Gen X are not a generation that have been good about taking responsibility for their own health – they drink and indulge more than the generations around them, e.g. “wine o’clock” for mums. There is a big opportunity to think innovatively around this, whether in terms of health or acknowledging how this generation relax. In addition public health and government need to taking a closer look at this generation who are going to be doing the majority of society’s caring. We need to look at opportunities to support them, keep them healthy and help them relax. Health of the mind over health of the body “Learning is the new drugs.” Tiffanie Darke “There’s a point around mental and physical health in middle age which offers a massive opportunity for brands.” 
 Miranda Sawyer
  7. 7. 7 Intergeneration X “The main thing I’m trying to do is spend as much time with my family as I can” Janine, 48, Essex “I think we need to see a place in society for experience, for old people. I want the voices and experiences that our elders have to be valued and I want to feel that that’s where we’re headed as a generation, that we will still be able to contribute to society. 
 I want to see more conversations between the generations that produce good things and heritage brands can help facilitate this.” Tiffanie Darke Are we returning to a model of living that looks more like it did 100 years ago? Families are staying and living together in close proximity in order to fulfil responsibilities, juggle child and parent care and accommodate the generations below who are unable to afford to live independently. “Gen Xers have grown up and are having to act like grown-ups but they don’t feel grown up at all.” Sarah Baumann “Why don’t we have 
 granny day care?!” Miranda Sawyer
  8. 8. 8 Generation 
 AI or EI? Generation X will help navigate the new ways and models of working and earning in a world where the machines are coming… “I think it’s very easy to think that you just have to provide convenience and that’s the role for tech but it’s a lot more than that. It goes back to the deep- rooted desire to have fun, never stop exploring, never stop growing. There’s a huge role for brands to capitalise on this.” Sarah Baumann
  9. 9. 9 “I think the main thing that causes 
 me any sort of 
 stress is just trying to fit everything in 
 in a day” 
 Paul, 45, Manchester “There aren’t any reference points out there. There aren’t any representations of us in media, in advertising. I don’t see a lifestyle out there that represents what’s going on for me and if you can do this and reference what we’re going through with a bit of humour and knowingness that references where we’ve come from (everyone loves a bit of nostalgia!) then I am totally all in.” Tiffanie Darke “Gen X are under a huge amount of pressure and they’re looking for ways to release it.” Jerome Linder Be a release brand not a pressure brand
  10. 10. 10 Key insights 
 for brands talking to Gen X: what our gen Xers told us… “Find ways to unstretch us and release us.” “We want our finances to be as well designed as our space.” “We’re digital pioneers not immigrants…
 a bit of respect please.” “Don’t treat us like we’re getting old.” “Release yourself from taboos, we want to talk about everything 
 (including the menopause)!” “We are a generation able to pivot between generations. Marketeers would do well 
 to understand this.” “The problems we have are big and new. Rather than ignore Gen X, brands and business should be embracing us as a 
 source of growth and innovation.”
  11. 11. ‘Everything you need to know about Generation X’ was brought to you by the Leo Burnett Masterclass Series. This document gives a flavour of insights from our panel event hosted on 24th November 2017 and our own proprietary research. 11 Tiffanie Darke 
 Journalist and author of ‘Now We Are 40: Whatever Happened to Generation X?’ Miranda Sawyer 
 Presenter and journalist Sarah Baumann
 Deputy CEO of 
 Leo Burnett London Jerome Linder
 Managing Partner at Canvas8; leading authority on human behaviour If you would like to explore any of these themes further, or look at practical marketing application via a personalised workshop please contact: Zoe Crowther, 
 Marketing & New Business Director 07879645136 zoe.crowther@leoburnett.co.uk About our Gen X panel of experts:

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