Generation X - born 1965 - 1976
This generation is identified by Brand X attitudes.
They raised themselves, due to both parents working.
They were given lots of information and told to draw their own conclusions.
They possess matter of fact attitudes.
They are group oriented, very pragmatic, and practical.
They have a "drive through" mentality, consider education value neutral and staying home longer.
The cost of education, living and housing is spiraling.
This group is experiencing a decline in purchasing power and is caught in the dual income trap.
They are looking for product value and quality.
They want everything YESTERDAY; utilize e-mail, websites, computer based delivery.
They respond to creative marketing materials.