With all of the focus on Millennials and Baby Boomers, marketers should also keep Generation X (born 1965-1980) top of mind – especially where Gen X households with high incomes are located. The map below shows geographies where marketers can likely find high income Gen Xers – much higher than the median estimated total income of $86,000 for all Gen X households – that might be receptive to advertising for premium products and services or as potential locations for new upscale stores. If you are marketing to Gen X, then you may want to make sure your brands and campaigns are reaching these communities.
Source: Income360®, Dec. 2017.
Total income may include income from salaries plus income generated from invested assets. Median total income represents the middle figure when the estimated total income of all Gen X households in the geography are ranked.
More Gen X Households with Credit Balances above $25,000
Whether it’s mortgages, student loans, family related expenses, or home improvements, a significant number – about 11% – of Gen X households have shifted from holding $0 to $25,000 in estimated outstanding credit balances to having balances over $25,000, compared to five years ago.
Percent of Gen X Households by Estimated Credit Balance Tier 2017 (change from 2012)
- $100,000+: 44.5% (↑3.4%)
- $25,000 – $100,000: 47.7% (↑7.6%)
- $0 – $25,000: 7.8% (↓11.0%)
Source: CreditStyles® Pro, Dec. 2012, Dec. 2017.
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