I was born on July 27, 1978, and consider myself a “Cusper.” I often joke that since I’m on the cusp of Gen X and Gen Y, I’ve adopted all the more favorable characteristics of each group. I’m independent but also a team player; realistic but optimistic; nostalgic but looking (and thinking) forward; ambitious and trusting (sometimes to a fault). And then, of course, my friends and colleagues remind me that based on certain generational standards of research, I’m technically a Y, so I had better watch out for that “sense of entitlement” all Ys seem to have, and not be so trusting and carefree. Touché.

As part of a firm that specializes in generational lifestyle and attitudinal trends, I understand how marketers can get confused and frustrated trying to figure out what it all means for their business. Here’s what I can tell you about these two generations:

Meet Generation X
What I find most interesting about Gen Xers is that many of the issues they dealt with growing up — and that ultimately shaped their views and beliefs — seem to have reemerged in recent years. A group 40 million strong, Gen Xers were the first to experience the breakdown of the traditional household. A large number experienced divorce in the family and became the first latchkey kids as their mothers entered or reentered the workforce.

Just as Xers were forced to redefine what “family” meant to them, young people today — dealing with more dysfunction than ever — are having to do the same. Gen Xers lived through the first “environmental crisis,” when they were told that the rain forests were being depleted and there was a big hole in the ozone layer. And then there’s the threat of death: Xers feared a nuclear war, gang violence and AIDS. We share those same fears today, but have added terrorism and natural catastrophes to the list.

Because they have such a large track record of shattered expectations, Gen Xers tend to be savvy, but distrustful. When marketing to this generation, it’s very important for brands to establish credible track records of stability, usability, dependability, and positivity in order to gain their trust.

Meet Generation Y
The sons and daughters of boomers, Gen Ys are diverse, optimistic individuals. While Gen Xers are redefining what success and happiness mean to them, Gen Ys haven’t had a set-in-stone example of what their happiness and success should look like. All they know is that they want to figure it out before the preceding generation and not end up living with their parents at the age of 30.

The approximately 72 million Gen Ys tend to be empowered and entitled — and who can blame them? They grew up in a protective environment (they had day care and babysitters, as opposed to a spare key to the house), received medals just for showing up and competing, and were provided with problem-solving programs and tools such as recycling in schools. Gen Ys are super tech savvy by nature. They grew up with computers at school and in the home, they get cell phones when they graduate middle school (if not before) and can’t even fathom the idea of black-and-white TV with no cable. They’re also accustomed to diversity. In most cases they go to school with people with different ethnicities, religions and sexual orientation.

Gen Ys are savvy and they know that marketers want their money. That’s why you must work extra hard to get it. With so many choices in today’s world, they will question your brand (why is it the best?) and will want to know what’s in it for them. Successful marketers and brands will need to be prepared to answer these questions in order to appeal to this generation.

Best Practices
To reach either generation, consider these quick tips:

• Seek out networking sites like MySpace (Gen X) and Facebook (Gen Y) — but be creative.
• Offer brand experiences in real-world settings.
• Utilize in-store displays and promotions.
• Advertise at live music/sports events and festivals, as well as on music-sharing sites.
• Tap into television, video games and the virtual world (e.g., Second Life).
• Offer products and services that make them happy and their life and their day easier.
• Customize experiences and products.

– Rebecca McQuigg, trends and lifestyle executive at the Intelligence Group (www.intelg.com)

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