Generational Differences: How to Market to Each Generation

Gen Xers

Gen Xers have become part of the core gaming audience for casinos. What was once the young rebel group are now moms and dads looking for the escape gaming offers.

In this second installment of a three-part series, we look at Gen Xers and how marketing to them differs from Boomers and Millennials. To review how Boomers differ, visit: Boomers

The Gen Xers are all grown up!

Born: 1965-1980

Age: 42-57

Relevance: Core Audience

Behaviors:

Still in the Workforce
Family Raising Years
Limited Leisure Time

Messaging:

Still like to identify as youthful but upper range of the group is aging up towards Boomer behavior
They are a transitional audience in that the older members behave more like boomers, while the younger has adopted more of a Millennial mentality
Be direct and personal but you can get away with being a bit more casual in communication

Tactics:

Traditional and digital advertising
Broader range of tactics as this group still consumes traditional formats but also has adopted digital

Throughout the first two years of the pandemic, Gen Xers remained part of the core audience. While visitation reduced from Boomers and increased among Millennials, it was the Gen Xers who carried the revenues. While Boomers and Millennials have drastically different behaviors, Gen Xers have adopted behaviors from both groups.

1980's

1990's

They’ve been around long enough to get used to casino advertising, but since 50 is the new 30, they still fancy themselves as youthful. Since they are typically of working and family raising age, their free time is precious to them. They are more experience-oriented than Boomers, but maintain a certain level of transactional preference compared to Millennials. What do we mean by that? We’ll talk more about it when we address Millennial behavior in our next post.