Nostalgia, baby. Each generation has a unique experience of their collective and individual nostalgia. And as each generation ascends into midlife, nostalgia for its childhood years begins to impact current culture.
Right now, the generation holding that role is GenXers. Born 1961-1981, GenXers are, at the top end, 48 in 2009 … and clearly ascending into midlife. For those with GenXers as part of their target market, look for signs of GenX childhood nostalgia popping up more and more in advertising campaigns. And while each generation is approximately 20 years in length, and that’s a lot of time to cover, ping back to the first-wave of GenXers (those born around 1961-1968) for clues as to how to reach GenXers … and for strong themes and cultural trends.
Notice more of those colors from the early ’70s popping up? That updated avocado green that has taken America by storm in the last few years? The burnt-orange-colored and metallic-mustard-colored cars that are both funky and strange, yet somehow resonant and kinda familiar? I’m not saying you, personally, should like or want one yourself. But just take note. Take note if you’re a GenXer. Take note if you market to GenXers.
Earlier this summer, I was at the Virgin Festival at Merriweather Post Pavilion in Columbia. Converse was all over it. Converse shoes — an early-wave GenX fashion/function staple are back. Pimp your Converse. Design your own Converse. These were the booths and stations set up at the Festival. And while this Festival was aimed mostly at Millennials (born 1982 – 2002ish), the GenX nostalgia being brought forth into the marketplace has some appeal for them, too, as Converse is new but old. And Shrinky Dinks? If you grew up in the 70s, you’ve got to remember them. Toyota had a brilliant play-arts-crafts station where people could design their own Shrinky Dink art that was cleverly branded with Toyota’s logo on the back.
The main point: If you’re target market is GenXers, look for ways to incorporate elements of their childhood nostalgia — all with a very updated look and feel — into your own marketing campaigns. In 15 years, as Millennials ascend into midlife, the same will be true all over again, just this time for a different era.
For now: early ’70s colors, music, games, references, culture. Mimic ads, style, tone. And update it all so it has some style, will ya?
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As a side note: The day after I wrote this first draft, I was at the offices of Blue Sky Factory in Federal Hill/Baltimore. BSF is, hands down, a GenX-culture company led by Geek-Crush-CEO, Greg Cangialosi. As I looked around their 1920-movie-theater-turned-hip office space, I wasn’t the least bit surprised to see a color theme that included a lot of updated orange, brown and white. Look around yourself as you go about. Look for the emerging presence of GenX nostalgia in marketing that is fresh-hip-compelling.
Tags: Blue Sky Factory, GenX childhood nostalgia, Marketing to GenX, Pimp your Converse, Virgin Festival
Author: Jessie Newburn
Email: newburn.jessie@gmail.com
Site: http://hometown-columbia.com
About: I’m an Iconic GenXer, providing strategic direction and business services to clients for almost two decades. Now, while I certainly do a li’l of this and a li’l of that, much of my work is around integrative communications, social media and applying generational dynamics to current and coming organizational concerns.
I have deep roots in traditional marketing and communications, along with a broad understanding of social media. Right now, I have a couple of slots available for new clients, with preferential treatment for clients wanting social media strategy and direction.
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on Monday, September 21st, 2009 at 8:00 am and is filed under Generational Marketing.
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