Leo Burnett London | Generation X Masterclass

1. Leo Burnett Audience Masterclass
Series Presents:
1
Tiffanie Darke
Journalist and author of ‘Now
We Are 40: Whatever
Happened to Generation X?’
Miranda Sawyer
Presenter and journalist
Sarah Baumann
Deputy CEO of
Leo Burnett London
Jerome Linder
Managing Partner at Canvas8;
leading authority on human
behaviour
EVERYTHING YOU NEED TO
KNOW ABOUT GENERATION X
EVERYTHING YOU NEED TO
KNOW ABOUT GENERATION X
Masterclass Series:

2. 2
‘Can the generation that gave us Trainspotting, rave music and
Kate Moss really be hitting middle age? What have the dreams of this
innovative, creative set of people become now they’ve become 35, 45, 50?
Are they still relevant now they find themselves in a technological, millennial
world caught between caring for their parents and their kids? The generation
that brought us Britpop and New Labour into power are now busy, busy,
busy. They brought us the dot com boom and bust (arguably because their
ideas were ahead of the available tech) and now they – we – need
imaginative solutions to their unique problems. How can brands reach this
resourceful, resilient, slightly knackered generation? We’re here to unpick
the problems and potential of Generation X.’
This takeaway document identifies 7 themes to help marketers understand
Generation X as explored in our ‘Audience Masterclass’ panel event and key
learnings for how to talk to this often overlooked generation.

3. 3
Slacker or
stretched?
The reality of
Generation X
72% of Gen X are
very or fairly
concerned about the
health and wellbeing
of their parents, and
65% feel similarly
about their children.
The ageing population is getting
older and the younger population is
sticking around longer.
And the consequences of this are
getting more and more complicated
to manage.
And if that wasn’t enough, Gen Xers
are caught in a double bind of
responsibility during a time of
phenomenal change and a dark
economic and political downturn.
A downturn that has wiped as much
as half of their wealth out from under
their noses.
This is why we are calling them
Generation Stretched.

4. 4
Financially
irresponsible
or victims of
the economy?
“The main cause of
anxiety in my day to day
life is finances”
Carol, 42, from Wigan
“Gen X are somewhere in the
middle: perhaps they own their
own home but they’re very
unlikely to have a pension. Their
wages are very unlikely to go up
given their age and the economic
situation they find themselves in,
and on top of that they’re natural
spenders!” Miranda Sawyer
63% of Gen Xers think
that the Boomers were
the luckiest generation.
Generation X are spenders
not savers, but they are
also the generation that got
hit worst by the recession.
With no savings buffer and
no pay rises, this
generation is worse off than
their parents and that’s a
first in a long time…

5. 5
Digital
immigrants
or digital
pioneers?
“Generation X is the only
half digital, half analogue
generation.”
Tiffanie Darke
“If suddenly the internet
was to be turned off,
we’d be fine! We would
cope.”
Jerome Linder
“We got used to the fact
that it was a bit crap and
so set out to change it,
which is why you see Gen
Xers who have come in
and changed the face of
technology (such as Elon
Musk). So we grew up with
tech but we also could live
without it.“
Jerome Linder

6. 6
48% of Gen Xers say they suffer
from feelings of anxiety or
depression at least once a week.
Gen Xers are having to deal with mental health issues in their
kids and mental deterioration in their parents at a time when
they are feeling at their most tired.
In addition Gen X are not a generation that have been good
about taking responsibility for their own health – they drink and
indulge more than the generations around them, e.g. “wine
o’clock” for mums. There is a big opportunity to think
innovatively around this, whether in terms of health or
acknowledging how this generation relax. In addition public
health and government need to taking a closer look at this
generation who are going to be doing the majority of society’s
caring.
We need to look at opportunities to support them, keep them
healthy and help them relax.
Health of the mind over
health of the body
“Learning is the
new drugs.”
Tiffanie Darke
“There’s a point
around mental and
physical health in
middle age which
offers a massive
opportunity for
brands.”
Miranda Sawyer

7. 7
Intergeneration X
“The main thing
I’m trying to do is
spend as much
time with my
family as I can”
Janine, 48, Essex
“I think we need to see a place in
society for experience, for old people.
I want the voices and experiences
that our elders have to be valued and
I want to feel that that’s where we’re
headed as a generation, that we will
still be able to contribute to society.
I want to see more conversations
between the generations that produce
good things and heritage brands can
help facilitate this.”
Tiffanie Darke
Are we returning to a model of living that looks more like it
did 100 years ago?
Families are staying and living together in close proximity
in order to fulfil responsibilities, juggle child and parent care
and accommodate the generations below who are unable
to afford to live independently.
“Gen Xers have grown up
and are having to act like
grown-ups but they don’t
feel grown up at all.”
Sarah Baumann
“Why don’t we have
granny day care?!”
Miranda Sawyer

8. 8
Generation
AI or EI?
Generation X will
help navigate the
new ways and
models of working
and earning in a
world where the
machines are
coming…
“I think it’s very easy to
think that you just have to
provide convenience and
that’s the role for tech but
it’s a lot more than that. It
goes back to the deep-
rooted desire to have fun,
never stop exploring,
never stop growing.
There’s a huge role for
brands to capitalise on
this.”
Sarah Baumann

9. 9
“I think the main
thing that causes
me any sort of
stress is just trying to
fit everything in
in a day”
Paul, 45, Manchester
“There aren’t any reference points out
there. There aren’t any representations of
us in media, in advertising. I don’t see a
lifestyle out there that represents what’s
going on for me and if you can do this and
reference what we’re going through with a
bit of humour and knowingness that
references where we’ve come from
(everyone loves a bit of nostalgia!) then I
am totally all in.”
Tiffanie Darke
“Gen X are under a
huge amount of
pressure and they’re
looking for ways to
release it.”
Jerome Linder
Be a release
brand not a
pressure brand

10. 10
Key insights
for brands
talking to Gen X:
what our gen
Xers told us…
“Find ways to unstretch us and release us.”
“We want our finances to be as well
designed as our space.”
“We’re digital pioneers not immigrants…
a bit of respect please.”
“Don’t treat us like we’re getting old.”
“Release yourself from taboos, we want to
talk about everything
(including the menopause)!”
“We are a generation able to pivot between
generations. Marketeers would do well
to understand this.”
“The problems we have are big and new.
Rather than ignore Gen X, brands and
business should be embracing us as a
source of growth and innovation.”

11. ‘Everything you need to know about
Generation X’ was brought to you by
the Leo Burnett Masterclass Series.
This document gives a flavour of
insights from our panel event hosted on
24th November 2017 and our own
proprietary research.
11
Tiffanie Darke
Journalist and author of ‘Now
We Are 40: Whatever
Happened to Generation X?’
Miranda Sawyer
Presenter and journalist
Sarah Baumann
Deputy CEO of
Leo Burnett London
Jerome Linder
Managing Partner at Canvas8;
leading authority on human
behaviour
If you would like to explore any of these themes further, or
look at practical marketing application via a personalised
workshop please contact:
Zoe Crowther,
Marketing & New Business Director 07879645136
zoe.crowther@leoburnett.co.uk
About our Gen X panel of experts: