Recently, I visited a Facebook group for marketers and someone brought up the TV show “Seinfeld.”
Like most of our country, I loved the show.
It was addictive. Just a very funny show about… nothing.
It ran from 1989 – 1998. Nine seasons.
And suddenly it occurred to me that it was likely the last of a “national consciousness,” created by the shared experience of watching a TV show at the same time.
“Seinfeld” was the ultimate water cooler topic.
The day after an episode aired, the most common question in an office was, “Did you watch last night’s episode of Seinfeld?”
Then everyone would repeat a dumb comment by George or act out a zany move by Kramer and we’d all be laughing again.
That experience is loved and remembered by Generation X and the Boomers, but probably lost on most Millennials.
And speaking of GenXers… they’re the true, forgotten “middle child” when it comes to marketers.
There has been a lot of emphasis on the Baby Boomers and the Millennials.
But for some reason, marketers seem to overlook a rather large demographic called Generation X.
I’m not sure why. It’s a big group.
In the U.S., 81+ million adults are between the ages of 35 – 54.
Their annual median income is $66,000 – $70,000.
According to American Express, Gen X has more spending power than any other generation, with 29% of estimated net worth dollars and 31% of total income dollars.
This is a goldmine for marketers. Yet many still haven’t tapped into it.
Middle kids have it rough.
The leader is the oldest kid, paving the way. The youngest is the “baby” and gets all sorts of attention.
Meanwhile, the middle child has to fight to get anywhere in life.
You know what happens when you give a lot of attention and respect to someone who before hasn’t had it?
At first, they might be a bit ticked off it took you so long. But soon they’ll be on you like a cat on tuna.
This is really just a wake-up call for those who have ears to hear.
If you want to reach this soon-to-be-coveted generation with your products and service, contact me.
U2 (Best. Band. Ever.) might unlock some doors.
With or without you. (couldn’t resist)
Finding The Gap in marketing and filling it…