GENERATION XERS LIKE TO SPEND MONEY
By Adnews Staff
Generation Xers continue to measure success the same way many other generations have done - by how much they own. However, marketers have to approach them differently than they would the Xers' baby boomer predecessors, according to a study by Creative Research International of Toronto. "This segment is more down-to-earth than the previous generation," vice-president Liz Jaye says in a release, speaking of the Xers. "They respond to straightforward communications and appreciate quirky humor. Forget the smooth talk." Marketers should acknowledge the younger generation, not cater to them. "They don't expect the red carpet to be rolled out for them and will be cynical if you say that you intend to. Just let them know you hear them," says Jays.