Generation Xers – nice people poor spenders.

Business Week has an article about the different attitudes of Generation Xers and their parents, based on research from a company called Reach Advisors.

The article starts: “Yesterday's young ‘slackers’ are becoming today's dutiful parents”. Now as a marketer what do make of these observations?

Better educated, downwardly mobile: Gen X parents have more schooling than boomers yet are far more pessimistic about their financial futures. Gen X parents are more uncomfortable with their debt levels, have much lower expectations of remaining in their current jobs.

More family time, less contentment: Gen X mums and dads are more likely than upwardly mobile boomer parents to turn their attention from careers to put a greater emphasis on children and household responsibilities.

It's all about value: Generation Xers in the top 5% of household income -- those with annual incomes of $150,000-plus -- tend to be in industries that have seen layoffs and where income growth has stalled. The consequent uncertainty leads to more cautious spending across the entire income spectrum.

Makes you think about their relative importance on claims for your marketing budget.

Dick Stroud: www.20plus30.com