Generations Part 3: Generation X (1965 – 1979)

Generation X, born between 1965 and 1979, sometimes known, rather confusingly as the middle child, are [currently] the biggest spending power of all generations. Aged from 44 to 58 this generation is without doubt, the biggest chunk of any salons client base and an important revenue stream for every hairdresser and barber.

Gen X are very computer friendly, and they have an intrinsic understanding of technology and will use social pages and internet sites to research products and information about things that are of interest to them. For your salon, E-blasts are a great way of sharing details of products, services, and promotions as Gen X like this method of digital communication more than visiting social platforms (even though they are active on Facebook etc).

Gen X are careful about what they spend money on but will spend as long as they believe the purchase is good for them; they need proof of performance over and above fancy marketing concepts.  To encourage this age group to purchase from you, the best route is to share team and client recommendations, face to face and on your website, Facebook etc.

Once again, as with previous generations, if we accept 60 is the 50, 50 is the new 40 etc etc then this gives us an understanding of how this generation view themselves. They want to look younger than their age group, they want to stay fresh and current and will embrace new technologies in product formulations, bond builders, anti-ageing products, extensions, anything that gives them a confidence boost.

Colour is a big part of their hairdressing experience, soft shades that flatter the skin tome but still have a fashion focus to them. Products are also important, but remember they will do their research first and foremost, so any information you share needs to match their own research.

Generation X are also ski’ers…. They are spending their hard earned savings on themselves and will invest in products and services so long as they believe them to be right for their specific needs.

Coming next: Millennials