Generation X is getting older and with age comes market share. With Generation X moving into higher paying jobs and with little marketing directed towards them, there is little brand loyalty. Marketers should be aware of this new generation and how they feel they are portrayed in media. A better understanding of Generation X will result in media that is effective in reaching this market.
Bunker, T. (1995). Don't try to reach gen x on tv. Brandweek, 36 (20), 38.
This article describes how marketers need to use technology to target Generation X effectively. The on-line services used by Generation Xers allow marketers to directly "target their message and then build a relationship".
Codrington, G. (1998). Generation X: Who, what, why and where to. Retrieved October 2, 2004, from http://www.youth.co.za/genxthesis/ch1.htm.
This website examines the depth and history of generation X. The author details "generational theory, which is the theory that underlies the classification of people according the broad bands of birth years, and created the Generation X category". The article makes reference to Generation X's social, economic, and political positions.
Coupland, D. (1991). Generation X: Tales for and accelerated culture. New York: St. Martin's Press.
The book portrays the characteristics of people in there twenties and how they perceive the world. The author labels these people Generation X and writes about the hardships and challenges of everyday life.
Kassof, B. (1993). Talking bout whose generation. Retrieved October 1, 2004, from Bad Subjects: Political education for everyday life: http://eserver.org/bs/09/Kassof.html.
Does Generation X have a chance when "the Boomers control the bulk of disposable income in the U.S. today, and whoever controls disposable income, essentially control the culture"? The author goes into detail on how the "huge blockage" of Baby Boomers clogs the advancement of...