Mar 7, 2024

Mum Knows Best: The Gen X Strategy

Did you know that older consumers and creators often get overlooked in user-generated content (UGC)? Women over 40 are actually out-earning and out-spending their younger counterparts, but a whopping 87% of menopausal women feel ignored by brands.

Did you know that older consumers and creators often get overlooked in user-generated content (UGC)? Women over 40 are actually out-earning and out-spending their younger counterparts, but a whopping 87% of menopausal women feel ignored by brands.

User-Generated Content (UGC) has become a driving force, giving consumers a voice and shaping brand narratives. While UGC has gained immense popularity, there's a segment of the population that often goes unnoticed – older consumers and creators.

The Economic Influence of Women Over 40

Recent studies have unveiled a remarkable shift in consumer demographics, with women over 40 emerging as a great economic force. For the first time, this demographic is not only out-earning but also out-spending those under 40. The term 'Superconsumers' assigned by Forbes emphasises the incredible purchasing power this demographic holds within their households. For brands looking to maximise their sales impact, the acknowledgement and strategic targeting for Gen X is needed more than ever before.

As partners to brands, GenM, specialising in menopause-related content, discovered a striking sentiment among menopausal women. An overwhelming 87% of menopausal women feel overlooked by brands, expressing a desire for more inclusive and tailored marketing efforts.

The Digital Presence of Gen X 

Contrary to common assumptions, Gen Xers are actively engaged online, with an astonishing 92% using social media daily. This demographic contributes significantly to TikTok's user base, making up 28% of the platform's audience. Despite this active participation, only a meager 5% of brand spending on influencer campaigns is directed toward Gen X. It's an oversight that requires rectification, considering the potential impact and purchasing power inherent in this demographic.

Opportunities for Gen X UGC Creators

In exploring the potential content themes for Gen X UGC creators, there is a spectrum of possibilities beyond age-related topics. From menopause-related discussions to supplements and anti-aging products, this demographic is versatile in its interests. The key takeaway however, is that Gen X creators aren't confined to age-specific themes; they are equally capable of creating content in everyday categories like pets, apps, fashion, and venue experiences.

Gen X UGC creators have shown remarkable performances. Producing content that is 75% lengthier than their Gen Z counterparts, they cater to the preferences and nuances of their age group. Their content often focuses on self-improvement, showcasing a preference for authenticity and genuine connections over sales-oriented approaches embraced by younger creators.

Twirl Tip: Embrace Multi-generational Collaboration

For brands navigating the uncharted waters of targeting Gen X audiences or engaging with Gen X UGC creators, here's a Twirl Tip: consider collaborating with UGC creators along with their mothers within this demographic. This collaborative approach not only avoids potential intimidation but also allows for the creation of authentic and relatable content that resonates with both generations.

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