The ABCs of Selling to Generation X

Yesterday's young slackers are becoming today's dutiful parents. No business can afford to ignore this demographic shift

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April 15, 2004 at 4:00 AM UTC

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By Karen E. Klein

How can entrepreneurs tweak their marketing and sales campaigns to better reach today's young families? A new survey of 3,020 parents, conducted in late 2003 by Boston-based marketing-strategy firm Reach Advisors, lays the foundations for a better understanding of the social and attitudinal differences between Generation Xers -- those born from 1965 to 1979 -- and their baby boom parents. What follows are some of the key points drawn from the survey, Generation X Parents: From Grunge to Grown Up, and the lessons savvy businesses will draw from them: