Generation X - Who are they really?

As each generation knows, there are many prejudicial statements directed at them, because it is absolutely impossible to pinpoint the activities and motivation of an entire generation, but marketers and other generational researchers keep trying to do so.

Here are some myths about Gen X (mostly negative) and some facts to dispel them:

1. They're slackers (from the 1991 movie, "Slacker").

A: Slackers exist in every generation with no greater representation in Generation X. Slackers represent a counter-culture group, a phenomenon not unique to Generation X.

2. They're whiners.

A: Adjusted for inflation, the student debt burden for Baby Busters (Generation X), is double that of 1977 graduates. Further, downsizing has eliminated many entry-level positions and limited upward mobility. Still, Roper Center research showed no significant differences in national or personal mood between Boomers and Busters.

3. Generation X is white.

A: Generation X is ethnically diverse. They are 70% white, 13% black, 12% Hispanic, 4% Asian, and 1% Native American. By contrast, 77% of Baby Boomers are white. This group is much more accustomed to inter-racial interaction than previous generations.

4. They're all psychically damaged children of divorce.

A: Some Busters have, in fact, been affected by the liberalized divorce mentality within American society. During the 1970's and 1980's over one million children were affected annually, and some have even been severely affected. A generalization to all children of divorce is dangerous and irresponsible.

5. Nirvana's Kurt Cobain (popular musician who committed suicide) was Generation X incarnate and beloved by all.

A: Curt Cobain, a deceased musician, spoke to a large segment of Generation X. He is not, however, regarded as the voice of a generation. In fact, many X'ers resented the media's attempting to portray Cobain as their spokesperson and using his death as an opportunity to attack them.

6. They'll buy anything.

A: Baby Busters demand value. Further, they are more interested in the accumulation of experiences than tangible goods.

7. Generation X exists against its will.

X'ers resent attempts by others, particularly Baby Boomers, to stereotype them. Such categorization is viewed as an opportunity to criticize and does not respect their individualism. Many people in this age range view the Generation X label as the creation of the media and marketing organizations.

These are from:

Understanding Generation X... Boom or Bust Introduction
http://www.allbusiness.com/marketing/direct-marketing/620473-1.htmlBy Turner, Gregory B.,Mitchell, Mark Andrew,McLean, Piper
Publication: Business Forum
Date: Thursday, December 22 2005