Generation X Americans Born from 1965 to 1976

POPULATION CHARACTERISTICS 49 million Gen Xers in the U.S. 17% of the U.S. population. 19% of Gen Xers are foreign-born. Close to half come from Central America.

POPULATION CHARACTERISTICS More than one-third of Gen Xers live in the South.

EDUCATION Generation X has higher high school graduation rates than previous generations. High School graduation rates for Generation X are higher than previous generations. Graduation rates have increased from 48% in 1950 to close to 90% in 2004.

EDUCATION Generation X is better educated than previous generations. Women in Generation X are the most highly educated; 32.4% have a college degree.

EDUCATION Asians have the highest educational attainment. Hispanics have the lowest educational attainment due to recent immigration.

LABOR FORCE PARTICIPATION Four generations are currently in the workplace. Boomers and Generation X make up 85% of the workforce.

LABOR FORCE PARTICIPATION Generation X has high labor force participation rates.

LABOR FORCE PARTICIPATION Two-thirds of Generation X couples are both in the labor force.

LABOR FORCE PARTICIPATION Most Gen Xers work full time.

LABOR FORCE PARTICIPATION Fewer Gen Xers have long-term jobs with one employer due to layoffs.

LABOR FORCE PARTICIPATION More than one in four (29%) 35– to 44-year-olds works a flexible schedule.

INCOME The median income for Generation X has declined since 2000.

INCOME Asian and white Gen Xers have the highest household incomes due to dual earners and higher education.

HOME OWNERSHIP 56.8% of Gen Xers between the ages of 30 and 34 own their own home. 66.6% of Gen Xers between the ages of 35 and 39 own their own home.

LIVING ARRANGEMENTS More than half of Gen Xers live in married-couple households.

LIVING ARRANGEMENTS Almost two-thirds of Asian Gen Xers live in married-couple households. One-fourth live alone or with non-relatives.

LIVING ARRANGEMENTS More than one-third of black Gen X families are female-headed. Less than one-third of families are married- couple families.

LIVING ARRANGEMENTS More than half of Hispanic/Latino Gen Xers live in married-couple households.

LIVING ARRANGEMENTS More than half of white Gen Xers live in married-couple households. More than one-fourth live alone or with non-relatives.

PRESENCE OF CHILDREN The majority of women giving birth are in their 20s and 30s. Generation X accounts for most births today. Average family size for Gen Xers is 3.2.

PRESENCE OF CHILDREN 7 of 10 Hispanic Gen X households have children under 18. Two-thirds of black Gen X households have children under 18.

PRESENCE OF CHILDREN More than one-third of Gen X couples have two children. 1 in 5 Gen X married couples have three or more children.

PRESENCE OF CHILDREN 90% of female-headed Gen X families have a child under 18 living at home.

VOLUNTEERING 34.5% of Gen Xers volunteered their time in 2005: 28.8% of men volunteered. 39.9% of women volunteered. Types of organizations Gen Xers volunteered for include: Education or youth service Religious Social or community service

VOLUNTEERING Types of volunteer work most commonly performed by Gen Xers: Fund-raising or selling something to raise money Collecting, preparing, or serving food Tutoring or teaching Transportation/general labor Mentoring youth

SELLING TO GEN X PARENTS Life has not been stable. Gen Xers were the children of divorce and dual incomes, and were latchkey kids who grew up by themselves. Selling point: Convince them that your organization is reliable and will simplify rather than complicate their lives. Just below the Baby Boom CCc: Generation X; Modern Donor, 2005

SELLING TO GEN X PARENTS More family time, less contentment: Instead of trying to fit family time around work, they are more likely to try to fit work around family time. They would generally like to spend more time with their kids. Selling point: “Quantity time” with their kids as well as “quality time” 2003 Generation X study by Reach Advisors – Marketing Strategy Group

SELLING TO GEN X PARENTS The “soccer mom” is history. Moms have a high level of education, marry later, and have children later. They are very diverse in their wants and needs. Many are stay-at-home moms. Selling point: S how the variety of moms in your advertising. If you are only one-dimensional, you are dead. 2003 Generation X study by Reach Advisors – Marketing Strategy Group

SELLING TO GEN X PARENTS Dads do more at home. Dads work to be involved in the daily lives of their children and are more likely to play a significant role in their activities. Selling point: Selling kids’ activities to dads, show how it can help them be more involved. 2003 Generation X study by Reach Advisors – Marketing Strategy Group

SELLING TO GEN X PARENTS What’s in it for me? Because of the way this generation has been raised and their job patterns, they look for what is in it for them. They want to see a direct return on their investment of time and money. Selling point: ROI in terms of time and money March 2006, An Opportunity and a Challenge, Successful Meetings