Brands are doing a poor job marketing to Gen X, especially on social, missing a big opportunity to reach what is expected to become the most affluent generation, according to a new report from GroupM’s Wavemaker.
Only 13% of Gen X, people between the ages of 41 and 56, feel represented in the social media ads they see, exposing bias brands have toward people over the age of 45, as most use popular platforms such as TikTok to primarily target Gen Z, per the “Finding the Gen X Factor” report.
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As such, brands are not capitalizing on a huge social media audience, as the report found that 92% of the nearly 200,000 Gen Xers surveyed worldwide use social media every day and are the fastest-growing generation on TikTok. Nearly one-third of TikTok’s user base (28%) is Gen X, but only 5% of brands spend on influencer campaigns to reach this generation, the report said.