• Scope and Methodology
  • Scope of Report
  • Report Methodology
  
  
• Demographics
  • Gen X by the Age Span
  • Gen X by the Numbers: A Diverse Cohort
  • Figure 1-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
  • Gen X Values Relationships, Family Ties
  • Gen X Insists on Work-Life Balance
  • Raising Children Occupies Lots of Creative Time
  
  
• Gen X Lifestyles
  • Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
  • Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
  • The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life
  
  
• Foods and Beverages
  • Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
  • Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
  • Health Foods: A “Natural” Preference or a Medical Back-Up Plan?
  
  
• Media and Technology
  • Internet = Integral
  • Internet Searches for Information, Products, Services Are Second Nature
  • Many Gen Xers Say Internet Is Prime Source of Entertainment
  • Online Job Searches Replace Antiquated Pavement Pounding
  • Social Networking: Personal Media Gets Up Close and Virtual
  
  
• Travel and Transportation
  • Gen Xers Outpace Boomers in Per Capita Travel Spending
  • A Passion for International Travel, Quick Booking, New Experiences
  • As in Other Pursuits, Gen Xers Prize Variety of Experience
  • Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
  • Boutique Hotels at Discount Rates: Another Gen X Passion
  
  
• Personal Finance and Home Furnishing
  • Gen Xers Expect to Fund Their Own Retirements
  • Financial Vicissitudes Spread Xers Thin
  • Education Loans Particularly Burdensome
  • Gen X Favors Low-Cost Car Insurance, Progressive, Geico
  • Gen X Likes AmEx: Blue and Corporate
  • Figure 1-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)

Chapter 2: Demographics

• A Moving Target
• Gen X by the Age Span
• Gen X Overlaps with Older, Younger Generations
• Attempts to Pigeonhole Gen Xers Backfire
• Gen X by the Numbers: A Diverse Cohort
• Figure 2-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
• Gen X by Geography: Regional Spreads
• Gen X Values Relationships, Family Ties
• Figure 2-2: Opinions About Family and Friends: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
• Slacker Stereotype Distinctly Outmoded
• “Overeducated” Ain’t Necessarily So
• Diversity of Gender, Ethnicity, Race Reflected in Educational Levels
• Personal Interest Trumps Diplomas, Income
• Job-Hopping Helps Gen Xers Pursue Their Personal Goals
• Gen X Insists on Work-Life Balance
• Figure 2-3: Opinions About Work and Career: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
• Raising Children Occupies Lots of Creative Time
• Advice to Marketers: Know Your Gen Xer
• Identify and Engage Numerous Gen X Segments
• Collaborate with Xers Through Online & Mobile Programs
• Keep It Real
• Table 2-1: Overview of Generation X Demographics, 2005 (U.S. adults age 25-39)
• Table 2-2: Overview of Generation X Demographics: Men, 2005 (U.S. adults age 25-39)
• Table 2-3: Overview of Generation X Demographics: Women, 2005 (U.S. adults age 25-39)
• Table 2-4: Overview of Generation X Demographics: Non-Hispanic Whites, 2005 (U.S. adults age 25-39)
• Table 2-5: Overview of Generation X Demographics: Hispanic Americans, 2005 (U.S. adults age 25-39)
• Table 2-6: Overview of Generation X Demographics: African Americans, 2005 (U.S. adults age 25-39)
• Table 2-7: Selected General Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)

• Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
• Blame It on the Boomers—They’re the Original Generation X
• Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
• The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life
• Figure 3-1: “Use Internet To Help Plan Shopping Trips”: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
• Across Ethnicities, Gen Xers Use Internet to Research, Critique Products
• Gen X Campaigns Should Personalize Their Approach
• Staying Single Longer: Lifestyle Choice, or the Luck of the Draw?
• Gen Xercise: Building Relationships Along with Muscle Tone
• Figure 3-2: Selected High Gen X Indexes for Exercise-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
• Married or Single, Gen Xers Pursue Their Own Interests
• “I’m Not a Princess. I Just Want What I Want.”
• Off-Line Flirting: What a Concept!
• For Xers, Being Single Is an Investment
• Single Parents and Domestic Partners: Gen X Focus Remains on Quality Relationships
• Single Moms Often Single by Choice
• Gay and Lesbian Parents Join the Mainstream
• Gen X Parents: With the Right Attitude, Even Drool Can Be Cool
• Figure 3-3: “A Woman’s Place Is In The Home”: Generation X vs. Total U.S., Gen Y, and Boomers, 2005 (U.S. adults without children in the household)
• Well-to-Do Xers Model Passion, Fashion for Their Kids
• Parents of More Modest Means Demand the Best for Kids
• Moms and Dads Connect the Dots Between Values, Shopping Strategies, and Creative Play
• Title Nine Sportswear: Marketing to a Passion
• Table 3-1: Selected Lifestyle Statements: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 3-2: Selected Lifestyle Statements Among Women: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult women)
• Table 3-3: Selected Lifestyle Statements Among Men: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult men)
• Table 3-4: Selected Lifestyle Statements Among Non-Hispanic Whites: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult non-Hispanic Whites)
• Table 3-5: Selected Lifestyle Statements Among Hispanic Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (Hispanic American adults)
• Table 3-6: Selected Lifestyle Statements Among African Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (African-American adults)
• Table 3-7: Selected Lifestyle Statements Among Asian Americans: Adults Overall, Generation X, and Baby Boomers, 2005 (Asian- American adults)
• Table 3-8: Selected Health-, and Exercise-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 3-9: Selected Lifestyle Statements Among Single (Never Married) Adults: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. single adults)
• Table 3-10¨ Selected Lifestyle Statements Among Adults Without Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults without children in the household)
• Table 3-11: Selected Lifestyle Statements Among Adults With Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults with children in the household)

Chapter 4: Foods and Beverages

• Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
• Figure 4-1: High Gen X Indexes for Selected Diet-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
• Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
• Health Foods: A “Natural” Preference or a Medical Back-Up Plan?
• With Gen X, Everybody’s an Online Food Critic
• From Organic Moms to Cuban Mojo, Websites and Blogs Emphasize Culture, Philosophy Around Foods
• From Oysters to Asparagus: Website Emphasizes the Passionate Approach
• On Meal Occasions, Gen X Wavers Between Adventurous and Jaded
• Boomers vs. Gen X: Agendas Differ, But Both Value Convenience, Quality, Efficiency
• No Time to Cook and Eat Healthy, Or No Inclination?
• Figure 4-2: High Gen X Indexes for Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
• Retail Rants: Should Marketers Worry When Bloggers Broadcast Unhappy Experiences?
• Marketing Experts Recommend Monitoring Blogs
• Other Experts Find Blogosphere Uninformative: Stress Point-of-Contact for Monitoring Consumer Needs
• Online Grocery Shopping Gaining Ground with Gen X
• Peapod Delivery Alleviates Urban Stress
• FreshDirect Links New Recipes with Online Delivery
• Princely Offerings at Pauper Prices: Gen X Expects Food and Beverage Options of Premium Quality, Low Expense
• Chipotle Mexican Grill: Fast Casual Food with Integrity
• Natural Products Spread the Health
• Hip Ads Balance Honesty, Humor
• Generation X: We Love Our Beverages
• Figure 4-3: High Gen X Indexes for Agreement With Statement: I Like To Try New Drinks, 2005 (U.S. adults age 25-39)
• Coffee Houses Promote Social Networking
• Safe Haven for Parents, Kids, Sparking Singles
• Weddings Play Up Fancy Drinks: Coffee Is Frothy, But Liquor Is Hipper
• Mothers’ Little Helper: Gen X Moms Connect Over Cocktails
• Gen X Kindles Its Passion for Wine
• Wine Losing Elitist Taint as Selection Widens, Prices Drop
• Eye-Catching Labels, Catchy Titles Increase Anti-Snob Appeal
• Passion for Wine Inspires Gen X Marketers, Retailers, Growers
• Experiential Marketing, Lifestyle Aspects Increase Wine’s Gen X Appeal
• Wine Clubs Represent “Ultimate Marketing Machine”
• Successful Campaigns Combine Honesty, Iconoclasm, “Underground” Appeal
• Blatant Capitalism: We’re Just That Cool
• M-5: Coke Jumps on the Global Brandwagon
• Underground Appeal: Are You Cool Enough to Be in Our Loop?
• Smirnoff’s “Tea Partay”: Viral Success or Half-Cocked Gambit?
• Support Viral Campaigns with Solid, Accessible, Information
• Table 4-1: Selected Diet-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 4-2: Generation X Traits Favoring Agreement With Statement: Am Usually the First to Try New Health Foods, 2005 (U.S. adults age 25-39)
• Table 4-3: Generation X Traits Favoring Being Vegetarian, 2005 (U.S. adults age 25-39)
• Table 4-4: Generation X Traits Favoring Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
• Table 4-5: Generation X Traits Favoring Agreement With Statement: Fast Food Fits My Busy Lifestyle, 2005 (U.S. adults age 25-39)
• Table 4-6: Generation X Traits Favoring Agreement With Statement: I Like to Try New Drinks, 2005 (U.S. adults age 25-39)

Chapter 5: Media and Technology

• Internet = Integral
• Internet Searches for Information, Products, Services Are Second Nature
• Many Gen Xers Say Internet Is Prime Source of Entertainment
• Figure 5-1: High Gen X Indexes for Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
• Xers Seek to Balance Work and Free Time
• Online Job Searches Replace Antiquated Pavement Pounding
• Formula for Online Job Search: Advanced Reading Skills + School Loans Coming Due
• Social Networking: Personal Media Gets Up Close and Virtual
• Figure 5-2: High Gen X Indexes for Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
• Successful Sites Collaborate with Users
• Personal Networking Sites Balk at Brand Advertising
• Creating Buzz Via Consumer Generated Media
• Chevrolet Does CGM Right This Time
• Chevy Contest Features Tight Focus, Trust
• Exploiting CGM Honestly: Paradox or Contradition?
• For Gen Xers, Email Advertising Offers Opt-In, Personalized Service
• Openness to Email Advertising Increases with Household Income
• Gen X Prefers Messages Tailored to the Household Level
• Don’t Underestimate the Power of Paper
• Snail Mail Still Holds Gen X Interest
• Digital Cameras, Images, Software Offer Versatility in Preserving Memories
• Gen X Women, Moms Drive Digital Photo Market
• For Printing Photos, Gen X Moms Like Online, Kiosk, and Camera Shop Capabilities
• Magazines with Real Pages Still Capture Gen X Imagination
• Gen X Men: Girls, Booze, Cars All Play Well in Men’s Magazines
• Gen X Moms: Parenting Magazines Build Confidence
• Electronics Capture Gen X Attention, Dollars
• Downloadable Music Enhances the Gen Xperience
• Figure 5-3: High Gen X Indexes for Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
• Intergenerational Musical Tastes Strengthen “Holistic” Branding Experience
• Cell Phone, MP3 Technologies Converge with Cable, Video, Internet
• Verizon Chocolate and Bud.tv: The Ultimate in Multi-Functionality (At Least for Now)
• Table 5-1: Selected Technology, Media, and Entertainment Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 5-2: Generation X Traits Favoring Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
• Table 5-3: Generation X Traits Favoring Online Employment Search in Last 30 Days, 2005 (U.S. adults age 25-39)
• Table 5-4: Generation X Traits Favoring Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
• Table 5-5: Generation X Traits Favoring Agreement With Statement: Like to Hear About Products and Services by Email, 2005 (U.S. adults age 25-39)
• Table 5-6: Generation X Traits Favoring Use of Online Digital Imaging/Photo Album Software in Last 30 Days, 2005 (U.S. adult women age 25-39)
• Table 5-7: Generation X Traits Favoring Reading of Men’s Magazines, 2005 (U.S. adult men age 25-39)
• Table 5-8: Generation X Traits Favoring Reading of Child-Rearing/Parenthood Magazines, 2005 (U.S. adult women age 25-39)
• Table 5-9: Generation X Traits Favoring Agreement With Statement: Will Pay Anything for Electronic Products I Want, 2005 (U.S. adult men age 25-39)
• Table 5-10: Generation X Traits Favoring Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
• Table 5-11: Generation X Traits Favoring Use of Cellular/Wireless Phone Service with Text Messaging, 2005 (U.S. adults age 25-39)

Chapter 6: Travel and Transportation

• Gen Xers Outpace Boomers in Per Capita Travel Spending
• A Passion for International Travel, Quick Booking, New Experiences
• Education, Life Changes Fuel Desire to Travel Abroad
• Figure 6-1: Selected High Gen X Indexes for Agreement With Statement: I Love The Idea of Traveling Abroad, 2005 (U.S. adults age 25-39)
• As in Other Pursuits, Gen Xers Prize Variety of Experience
• Gen Xperience: The Quest for Authenticity
• Adventure Travel Suits Casual, Community-Oriented Spirit
• Sustainable Tourism, Ecotourism Help Preserve Natural Habitats
• Gen Xers’ Adventurous Spirit Keeps Them Open to New Companies
• Internet Booking Key to Gen X Travel Market
• For Gen Xers, Especially Asian Americans, Variety Is the Spice of Travel
• Tribe Wanted: A Time Share as Out There as You Want to Be
• Vorovoro: Where an Online Community Meets a Real Life Tribe
• Tribe Wanted Stresses Environmental Conservation, Social Diversity, Fun
• Tribal Financing: Media, Savvy Promotions Lend Sustainable Support
• Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
• Continental’s International Menu Piques Gen X Travel Appetite
• Domestic Destinations: Gen Xers Taking Over as Major Business Travelers
• Figure 6-2: Selected High Gen X Indexes for Having Taken a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
• Jet Blue Caters to Gen X Style, Budget
• Boutique Hotels at Discount Rates: Another Gen X Passion
• Hotel Indigo: Playful, Casual, and Totally WiFi
• Holiday Inn Select: Gen Xers Dig Sports Bars, Workout Facilities
• Starwood Aloft: A Loft, With Maid Service
• Hyatt Place: Going for the Gen X Business Traveler
• Automotive Xperiences: Gen Xers Favor Sleek Design, Foreign Cachet, and Affordable Price
• Foreign Wheels Score High in Gen X Perceptions of Quality, Performance
• Figure 6-3: Selected High Gen X Indexes for Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
• Nifty, Reliable, Sporty Volkswagon Scores High with Gen Xers
• Zoom-Zoom: Mazda Counts Gen Xers Among Its Fans
• Mazda Emphasizes Environmental Responsibility and Style
• Gen Xers Opt for American Quality, Affordability, Too
• SUVs Fit Gen X Needs for Reliability, Storage, Active Lifestyles
• SUV Enthusiasts Mostly Parents, Home Owners
• Table 6-1: Selected Travel-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 6-2: Generation X Traits Favoring Agreement With Statement: I Love the Idea of Traveling Abroad 2005 (U.S. adults age 25-39)
• Table 6-3: Generation X Traits Favoring Agreement With Statement: Am Willing to Make Travel Plans With Unknown Company, 2005 (U.S. adults age 25-39)
• Table 6-4: Generation X Traits Favoring Agreement With Statement: I Like to Vacation Somewhere Different Every Time, 2005 (U.S. adults age 25-39)
• Table 6-5: Generation X Traits Favoring Taking a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
• Table 6-6: Selected Transportation-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 6-7: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are More Prestigious Than American, 2005 (U.S. adults age 25-39)
• Table 6-8: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
• Table 6-9: Generation X Traits Favoring Ownership of Compact Foreign Car, 2005 (U.S. adults age 25-39)
• Table 6-10: Generation X Traits Favoring Ownership of Compact Domestic Car, 2005 (U.S. adults age 25-39)
• Table 6-11: Generation X Traits Favoring Agreement With Statement: An SUV Matches My Active Lifestyle, 2005 (U.S. adults age 25-39)

Chapter 7: Personal Finance and Home Furnishing

• Gen Xers Expect to Fund Their Own Retirements
• Financial Vicissitudes Spread Xers Thin
• Education Loans Particularly Burdensome
• Professional Salaries Offset by Hefty Monthly Payments
• Children’s Educations Weigh Heavily on Xers’ Minds, Lighten Xers’ Wallets
• 529 College Savings Plan: A Tax-Free, Long-Term Solution
• Other Personal Loans, Car Financing Stretch Gen X Coffers
• Figure 7-1: Selected High Gen X Indexes for Holding a New Car Loan, 2005 (U.S. adults age 25-39)
• Gen X Favors Low-Cost Car Insurance, Progressive, Geico
• U.S.A.A. and Mercury Car Insurance Draw Gen X Dollars
• Lower Income, Non-College Grads Have Little Trouble Spending, Big Trouble Saving
• 401(k) Plans Offset Gen X Concerns for the Future
• Debit and Credit Cards Trump Cash, Checks for Gen X Spenders
• Quickness, Convenience Make Visa, MasterCard Debits Popular
• Credit Purchases Blaze Into Under-$15 Realm
• Contactless Credit Makes Big Splash: Gen Xers Ride the Wave
• Gen X Likes AmEx: Blue and Corporate
• Figure 7-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)
• Visa Credit Card Sees Wide Use, Personalized Options
• Home Sales Down, But Xers Driving Sales of New and Custom Builds
• Gen X Driving Trend Toward Greater Space, More Amenities
• Despite High Price Tags, Gen X Likes Stylish Amenities, Personalized Floorplans
• Gen Xers Not Afraid to Pitch In, Rake Leaves, Blow Leaves, Mow Lawns
• Figure 7-3: Selected High Gen X Indexes for Purchasing Selected Garden-Related Items, 2005 (U.S. adults age 25-39)
• Power Lawn and Garden Equipment a Boon to Homeowners
• Celebrate with Meat!: Gas Grills Enhance the Outdoor Experience
• Varied Styles, Prices in Grills Suit Gen X Individuality
• Moving Inside, Gen Xers Like High Style, Low Cost of Pottery Barn, Crate & Barrel
• Ikea Whets Gen X Appetite for Hip, Euro-Inspired Surroundings
• Ikea Store Openings Draw Elated Fans
• Ikea Shoppers Mirror Many Gen X Traits
• Table 7-1: Selected Finance-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 7-2: Generation X Traits Favoring Holding of Educational Loans, 2005 (U.S. adults age 25-39)
• Table 7-3: Generation X Traits Favoring Holding a New Car Loan, 2005 (U.S. adults age 25-39)
• Table 7-4: Generation X Traits Favoring Agreement With Statement: I Tend to Spend Money Without Thinking, 2005 (U.S. adults age 25-39)
• Table 7-5: Generation X Traits Favoring Agreement With Statement: I’m No Good at Saving Money, 2005 (U.S. adults age 25-39)
• Table 7-6: Generation X Traits Favoring Investment in 401(k) Plan, 2005 (U.S. adults age 25-39)
• Table 7-7: Generation X Traits Favoring Use of Clothing/Specialty Store Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
• Table 7-8: Generation X Traits Favoring Use of Visa Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
• Table 7-9: Selected Home-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
• Table 7-10: Generation X Traits Favoring Purchase of Power Lawn & Garden Equipment in Last Twelve Months, 2005 (U.S. adults age 25-39)
• Table 7-11: Generation X Traits Favoring Purchase of Outdoor Gas Grill in Last Twelve Months, 2005 (U.S. adults age 25-39)
• Table 7-12: Generation X Traits Favoring Shopping at Ikea in Last Three Months, 2005 (U.S. adults age 25-39)