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the white company

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THE WHITE COMPANY - GEN X - Presentation by Tasha K

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Cam Marston - The Official Booking Site of Cam Marston

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Why Gen X Characteristics Are Causing Problems | A Recipe For Effective Team Leadership

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Without a digital marketing strategy, opportunities will be missed and businesses will be lost. The digital marketplace is constantly evolving and PLT must understand that digital marketing affects their relationship with their customer. Other strategies are needed to engage with customers' as they will be missing a golden opportunity that most fashion brands are using to satisfy the digital marketplace and their target market.

Being digital and online is different to the traditional marketing mix, the four P's of Product, Price, Promotion and Place. (Ryan 2014)
The navigation bar is good, it has a seasonal page, this is a great to shop for festive clothes and presents, but the placement is right at the top this is almost tucked away. When I look at Missguided, a very similar priced online retailer the navigation bar, is a quarter way down, loud and clear - I know I will be taking time to look at each page.

PLACE - The Internet - There are over 3 billion people around the world who are connected. Whether it's through a computer, mobile device, tablet, Internet protocol television. PLT have their website, mobile platform and their social media channels.

PRICE - This is the important part, brands have to be competitive to survive on the Internet as PLT sell fashion clothing and are online only, with similar competitors, they need to make sure that the overall value proposition to the customer is compelling. PLT make sure they have un-miss-able cheap prices to compete with other fashion brands and attract their young fashion customer.

PRODUCT - As PrettyLittleThing.com is a clothing website for young, fashion conscious 16-25 year olds they have to have a fashionable, on trend clothing and accessory range in order for them to succeed in the competitive digital market. Leaving the customer with a genuine perception of value, this helps the marketers to do their job effectively so that they can engage with consumers and convince them to buy from PLT. Their targeted digital consumers are well connected they need to know that online fashion brands are trustworthy or they will turn to the competition. They show the product through the images to show quality, descriptions to show the features, occasion, warranty and availability.

PROMOTION - Promotion is everything brands do, online and offline to get the product and the brand itself in front of their prospects, to get new customer and keep their existing ones:
Pretty Little Thing's website is the main hub of their digital world, the most important element in the digital marketing strategy, this is the most important piece of online real estate as well as their other online activity to direct their prospects. Social media - the focus of Web 2.0 and a massive growth for marketers online that can offer highly targeted advertising to social groups on platforms such as Facebook, Instagram's, blogs and so on. They use these platforms to market their products, to send personal promotions, sales promotions, direct marketing to create brand recognition and promote their brand.

Websites appear as shop windows to the digital world, everything is channelled back to them, especially for PLT this is extremely valuable. An effective website need to have two things: business goals and the assist the needs of the target market.

PLT has a very simple and functional design - it has a good usability. Customers go on the website to shop for clothes, browse what they like, put it in their basket and go to the check out. The website design is clear, easy and simple but not so much elegant, the design is almost too simple it is quite boring, it uses a black and white colour scheme which is a good colour scheme to use, but there is nothing exciting about it. The only colour is from the main page, which is almost forgotten about once inside the website which could lose interest from the customers. Whereas, looking at companies such as net-a-porter.com they use the same simple colour scheme, black and white, but their layout and how they incorporate colour really does capture elegance, exclusivity and luxury.

Accessibility is important for websites to have so that everyone can have access. There are accessibility guidelines in place to follow when setting up websites which need to be used so that it targets as much as the audience as possible. This is something PLT doesn't do well at all, when hovering over images of the clothes there is no description about what the image is showing which should be there to help the visually impaired. Neither is there anywhere that allows the completely sightless users to use a special, text-to-speech software. Although, the target market of PLT is for fashion conscious women this doesn't mean they have perfect sight, having some accessibility features would mean it would be more accessible to everyone. However, ASOS do this really well they have a page for Accessibility, which they are still working on making accessible by absolutely everybody in accordance with the World Wide Web Consortium, The National Institute for the Blind and Plain English Campaign.

The design of the website needs to grab attention, gain interest, make the customer desire the products they see and consequently then purchase from the website. My first experience on PrettyLittleThing.com is after I first saw a TV Advertisement which caught my attention, I then went straight to the website to look at the clothes.

The homepage, their 'shop window' if you like, wasn't very interesting with the choice of colour and the layout out of the page - nothing stood out straight away that I needed to look at. However, it captured me with the deals, offers, student discount and the fact they have prices from just £2! (Amazing). Once I started looking through the website, I lost interest, my first impression was strong, from the advert and the main page with the un-miss-able prices but once inside the website I felt the layout was almost cheap. It was quite boring, I felt the layout made the clothes look cheap, and the quality of the clothes would be poor, I think with more colour and a more exciting font, this would do the product more favours.

I felt the layout really let the brand down, the advert was so strong it really caught my attention but once on the website it wasn't as strong and because this is the only way to shop with PLT I feel the website needs to be stronger, there was almost too much white space.
They have a good website interactivity with their blog and links to their social media platforms throughout their website which engages with their customer base and their target market. Overall, the website fits its purpose, it provides on trend fashion products and un-miss-able cheap prices, it engages with its audience and has excellent social media platforms.

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Without a digital marketing strategy, opportunities will be missed and businesses will be lost. The digital marketplace is constantly evolving and PLT must understand that digital marketing affects their relationship with their customer. Other strategies are needed to engage with customers' as they will be missing a golden opportunity that most fashion brands are using to satisfy the digital marketplace and their target market.

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Generation X (often shortened to Gen X) is the demographic cohort following the baby boomers and preceding Millennials. Researchers and popular media use the mid-to-late 1960s as starting birth years and the late 1970s to early 1980s as ending birth years, with the generation being generally defined as people born from 1965 to 1980. By this definition and U.S. Census data, there are 65.2 million Gen Xers in the United States as of 2019. Most members of Generation X are the children of the Silent Generation and early boomers; Xers are also often the parents of millennials and Generation Z.

As children in the 1970s and 1980s, a time of shifting societal values, Gen Xers were sometimes called the " latchkey generation", which stems from their returning as children to an empty home and needing to use a door key to let themselves in. This was a result of increasing divorce rates and increased maternal participation in the workforce prior to widespread availability of childcare options outside the home.

As adolescents and young adults in the 1980s and 1990s, Xers were dubbed the " MTV Generation" (a reference to the music video channel), sometimes being characterized as slackers, cynical, and disaffected. Some of the many cultural influences on Gen X youth included a proliferation of musical genres with strong social-tribal identity such as punk, post-punk, and heavy metal, in addition to later forms developed by Gen Xers themselves (e.g., grunge, grindcore and related genres). Film, both the birth of franchise mega-sequels and a proliferation of independent film (enabled in part by video) was also a notable cultural influence. Video games both in amusement parlours and in devices in western homes were also a major part of juvenile entertainment for the first time. Politically, in many Eastern Bloc countries, Generation X experienced the last days of communism and transition to capitalism as part of its youth. In much of the western world, a similar time period was defined by a dominance of conservatism and free market economics.

In midlife during the early 21st century, research describes them as active, happy, and achieving a work-life balance. The cohort has also been credited as entrepreneurial and productive in the workplace more broadly.

Terminology and etymology

Douglas Coupland popularized the term Generation X in his 1991 novel Generation X: Tales for an Accelerated Culture.

The term Generation X has been used at various times to describe alienated youth. In the early 1950s, Hungarian photographer Robert Capa first used Generation X as the title for a photo-essay about young men and women growing up immediately following World War II. The term first appeared in print in a December 1952 issue of magazine announcing their upcoming publication of Capa's photo-essay. From 1976 to 1981, English musician Billy Idol used the moniker as the name for his punk rock band. Idol had attributed the name of his band to the book Generation X, a 1964 book on British popular youth culture written by journalists Jane Deverson and Charles Hamblett - a copy of which had been owned by Idol's mother. These uses of the term appear to have no connection to Robert Capa's photo-essay.

The term acquired a modern application after the release of Generation X: Tales for an Accelerated Culture, a 1991 novel written by Canadian author Douglas Coupland; however, the definition used there is "born in the late 1950s and 1960s", which is about ten years earlier than definitions that came later. In 1987, Coupland had written a piece in Vancouver Magazine titled "Generation X" which was "the seed of what went on to become the book". Coupland referenced Billy Idol's band Generation X in the 1987 article and again in 1989 in Vista magazine. In the book proposal for his novel, Coupland writes that Generation X is "taken from the name of Billy Idol's long-defunct punk band of the late 1970s". However, in 1995 Coupland denied the term's connection to the band, stating that:

The book's title came not from Billy Idol's band, as many supposed, but from the final chapter of a funny sociological book on American class structure titled , by Paul Fussell. In his final chapter, Fussell named an 'X' category of people who wanted to hop off the merry-go-round of status, money, and social climbing that so often frames modern existence.

Author William Strauss noted that around the time Coupland's 1991 novel was published the symbol "X" was prominent in popular culture, as the film was released in 1992, and that the name "Generation X" ended up sticking. The "X" refers to an unknown variable or to a desire not to be defined. Strauss's coauthor Neil Howe noted the delay in naming this demographic cohort saying, "Over 30 years after their birthday, they didn't have a name. I think that's germane." Previously, the cohort had been referred to as Post-Boomers, Baby Busters (which refers to the drop in birth rates following the baby boom in the western world, particularly in the U.S.[where? ]), New Lost Generation, latchkey kids, MTV Generation, and the 13th Generation (the 13th generation since American independence).

The cusp between Gen X and Millennials is known as the micro-generation of Xennials, also known as the Star Wars generation, for the birth year range of 1977-1983, coinciding with the release of the Original Trilogy films. This cohort, having had an analog childhood and a digital adulthood, exhibits characteristics of both generations.

Demographics

United States

There are differences in Gen X population numbers depending on the date-range selected. In the U.S., using Census population projections, the Pew Research Center found that the Gen X population born from 1965 to 1980 numbered 65.2 million in 2019. The cohort is likely to overtake boomers in 2028. A 2010 Census report counted approximately 84 million people living in the US who are defined by birth years ranging from the early 1960s to the early 1980s.

In a 2012 article for the Joint Center for Housing Studies of Harvard University, George Masnick wrote that the "Census counted 82.1 million" Gen Xers in the U.S. Masnick concluded that immigration filled in any birth year deficits during low fertility years of the late 1960s and early 1970s. Jon Miller at the Longitudinal Study of American Youth at the University of Michigan wrote that "Generation X refers to adults born between 1961 and 1981" and it "includes 84 million people". In their 1991 book Generations, authors Howe and Strauss indicated that the total number of Gen X individuals in the U.S. was 88.5 million.

Impact of family planning programs

Another major factor was abortion, only available in a few states until its legalisation in a 1973 US Supreme Court decision in This was replicated elsewhere, with reproductive rights legislation passed, notably in the UK (1967), France (1975), West Germany (1976), New Zealand (1977), Italy (1978), and the Netherlands (1980). From 1973 to 1980, the abortion rate per 1,000 US women aged 15-44 increased from 16% to 29% with more than 9.6 million terminations of pregnancy practiced. Between 1970 and 1980, on average, for every 10 American citizens born, 3 were aborted. However, increased immigration during the same period of time helped to partially offset declining birth-rates and contributed to making Generation X an ethnically and culturally diverse demographic cohort.

Parental lineage

Characteristics

In the United States

As children and adolescents

Rising divorce rates and women workforce participation

Strauss and Howe, who wrote several books on generations, including one specifically on Generation X titled 13th Gen: Abort, Retry, Ignore, Fail? (1993), reported that Gen Xers were children at a time when society was less focused on children and more focused on adults. Xers were children during a time of increasing divorce rates, with divorce rates doubling in the mid-1960s, before peaking in 1980. Strauss and Howe described a cultural shift where the long-held societal value of staying together for the sake of the children was replaced with a societal value of parental and individual self-actualization. Strauss wrote that society "moved from what Leslie Fiedler called a 1950s-era 'cult of the child' to what Landon Jones called a 1970s-era 'cult of the adult'". The Generation Map, a report from Australia's McCrindle Research Center writes of Gen X children: "their Boomer parents were the most divorced generation in Australian history". According to Christine Henseler in the 2012 book Generation X Goes Global: Mapping a Youth Culture in Motion, "We watched the decay and demise (of the family), and grew callous to the loss."

The Gen X childhood coincided with the sexual revolution of the 1960s to 1980s, which Susan Gregory Thomas described in her book In Spite of Everything as confusing and frightening for children in cases where a parent would bring new sexual partners into their home. Thomas also discussed how divorce was different during the Gen X childhood, with the child having a limited or severed relationship with one parent following divorce, often the father, due to differing societal and legal expectations. In the 1970s, only nine U.S. states allowed for joint custody of children, which has since been adopted by all 50 states following a push for joint custody during the mid-1980s. Kramer vs. Kramer, a 1979 American legal drama based on Avery Corman's best-selling novel, came to epitomize the struggle for child custody and the demise of the traditional nuclear family.

The rapid influx of boomer women into the labor force that began in the 1970s was marked by the confidence of many in their ability to successfully pursue a career while meeting the needs of their children. This resulted in an increase in latchkey children, leading to the terminology of the "latchkey generation" for Generation X. These children lacked adult supervision in the hours between the end of the school day and when a parent returned home from work in the evening, and for longer periods of time during the summer. Latchkey children became common among all socioeconomic demographics, but this was particularly so among middle- and upper-class children. The higher the educational attainment of the parents, the higher the odds the children of this time would be latchkey children, due to increased maternal participation in the workforce at a time before childcare options outside the home were widely available. McCrindle Research Centre described the cohort as "the first to grow up without a large adult presence, with both parents working", stating this led to Gen Xers being more peer-oriented than previous generations.

Conservative and neoliberal turn

Some older Gen Xers started high school in the waning years of the Carter presidency, but much of the cohort became socially and politically conscious during the Reagan Era. President Ronald Reagan, voted in office principally by the boomer generation, embraced laissez-faire economics with vigor. His policies included cuts in the growth of government spending, reduction in taxes for the higher echelon of society, legalization of stock buybacks, and deregulation of key industries. Measures had drastic consequences on the social fabric of the country even if, gradually, reforms gained acceptability and exported overseas to willing participants. The early 1980s recession saw unemployment rise to 10.8% in 1982; requiring, more often than not, dual parental incomes. One-in-five American children grew up in poverty during this time. The federal debt almost tripled during Reagan's time in office, from $998 billion in 1981 to $2.857 trillion in 1989, placing greater burden of repayment on the incoming generation.

Government expenditure shifted from domestic programs to defense. Remaining funding initiatives, moreover, tended to be diverted away from programs for children and often directed toward the elderly population, with cuts to Medicaid and programs for children and young families, and protection and expansion of Medicare and Social Security for the elderly population. These programs for the elderly were not tied to economic need. Congressman David Durenberger criticized this political situation, stating that while programs for poor children and for young families were cut, the government provided "free health care to elderly millionaires".

The crack epidemic and AIDS

Gen Xers came of age or were children during the 1980s crack epidemic, which disproportionately impacted urban areas as well as the African-American community. The U.S. Drug turf battles increased violent crime. Crack addiction impacted communities and families. Between 1984 and 1989, the homicide rate for black males aged 14 to 17 doubled in the U.S., and the homicide rate for black males aged 18 to 24 increased almost as much. The crack epidemic had a destabilizing impact on families, with an increase in the number of children in foster care. In 1986, President Reagan signed the Anti-Drug Abuse Act to enforce strict mandatory minimum sentencing for drug users. He also increased the federal budget for supply-reduction efforts.

Fear of the impending AIDS epidemic of the 1980s and 1990s loomed over the formative years of Generation X. The emergence of AIDS coincided with Gen X's adolescence, with the disease first clinically observed in the U.S. in 1981. By 1985, an estimated one-to-two million Americans were HIV-positive. This particularly hit the LGBT community. As the virus spread, at a time before effective treatments were available, a public panic ensued. Sex education programs in schools were adapted to address the AIDS epidemic, which taught Gen X students that sex could kill them.

The rise of home computing

An 8-bit 1977 Apple II

Gen Xers were the first children to have access to personal computers in their homes and at schools. In the early 1980s, the growth in the use of personal computers exploded. Manufacturers such as Commodore, Atari, and Apple responded to the demand via 8-bit and 16-bit machines. This in turn stimulated the software industries with corresponding developments for backup storage, use of the floppy disk, zip drive, and CD-ROM.

At school, several computer projects were supported by the Department of Education under United States Secretary of Education Terrel Bell's "Technology Initiative". This was later mirrored in the UK's 1982 Computers for Schools programme and, in France, under the 1985 scheme Plan Informatique pour Tous (IPT).

The post-civil rights generation

In the U.S., Generation X was the first cohort to grow up post-integration after the racist Jim Crow laws. They were described in a marketing report by Specialty Retail as the kids who "lived the civil rights movement". They were among the first children to be bused to attain integration in the public school system. In the 1990s, Strauss reported Gen Xers were "by any measure the least racist of today's generations". In the U.S., Title IX, which passed in 1972, provided increased athletic opportunities to Gen X girls in the public school setting. , based on the novel by Alex Haley and broadcast as a 12-hour series, was viewed as a turning point in the country's ability to relate to the afro-American history.

As young adults

Continued growth in college enrollments

In the U.S., compared to the boomer generation, Generation X was more educated than their parents. The share of young adults enrolling in college steadily increased from 1983, before peaking in 1998. In 1965, as early boomers entered college, total enrollment of new undergraduates was just over 5.7 million individuals across the public and private sectors. By 1983, the first year of Gen X college enrollments (as per Pew Research's definition), this figure had reached 12.2 million. This was an increase of 53%, effectively a doubling in student intake. As the 1990s progressed, Gen X college enrollments continued to climb, with increased loan borrowing as the cost of an education became substantially more expensive compared to their peers in the mid-1980s. By 1998, the generation's last year of college enrollment, those entering the higher education sector totaled 14.3 million. In addition, unlike Boomers and previous generations, women outpaced men in college completion rates.

Adjusting to a new societal environment

For early Gen Xer graduates entering the job market at the end of the 1980s, economic conditions were challenging and did not show signs of major improvements until the mid-1990s. In the U.S., restrictive monetary policy to curb rising inflation and the collapse of a large number of savings and loan associations (private banks that specialized in home mortgages) impacted the welfare of many American households. This precipitated a large government bailout, which placed further strain on the budget. Furthermore, three decades of growth came to an end. The social contract between employers and employees, which had endured during the 1960s and 1970s and was scheduled to last until retirement, was no longer applicable. By the late 1980s, there were large-scale layoffs of boomers, corporate downsizing, and accelerated offshoring of production.

On the political front, in the U.S. the generation became ambivalent if not outright disaffected with politics. They had been reared in the shadow of the Vietnam War and the Watergate scandal. They came to maturity under the Reagan and George H. W. Bush presidencies, with first-hand experience of the impact of neoliberal policies. Few had experienced a Democratic administration and even then, only, at an atmospheric level. For those on the left of the political spectrum, the disappointments with the previous boomer student mobilizations of the 1960s and the collapse of those movements towards a consumerist " greed is good" and " yuppie" culture during the 1980s felt, to a greater extent, hypocrisy if not outright betrayal. Hence, the preoccupation on "authenticity" and not "selling-out". The Revolutions of 1989 and the collapse of the socialist utopia with the fall of the Berlin Wall, moreover, added to the disillusionment that any alternative to the capitalist model was possible.

Birth of the slacker

In 1990, magazine published an article titled "Living: Proceeding with Caution", which described those then in their 20s as aimless and unfocused. Media pundits and advertisers further struggled to define the cohort, typically portraying them as "unfocused twentysomethings". A MetLife report noted: "media would portray them as the generation: rather self-involved and perhaps aimless...but fun".

Gen Xers were often portrayed as apathetic or as " slackers", lacking bearings, a stereotype which was initially tied to Richard Linklater's comedic and essentially plotless 1991 film . After the film was released, "journalists and critics thought they put a finger on what was different about these young adults in that 'they were reluctant to grow up' and 'disdainful of earnest action'". Ben Stiller's 1994 film Reality Bites also sought to capture the zeitgeist of the generation with a portrayal of the attitudes and lifestyle choices of the time.

Negative stereotypes of Gen X young adults continued, including that they were "bleak, cynical, and disaffected". In 1998, such stereotypes prompted sociological research at Stanford University to study the accuracy of the characterization of Gen X young adults as cynical and disaffected. Using the national General Social Survey, the researchers compared answers to identical survey questions asked of 18-29-year-olds in three different time periods. Additionally, they compared how older adults answered the same survey questions over time. The surveys showed 18-29-year-old Gen Xers did exhibit higher levels of cynicism and disaffection than previous cohorts of 18-29-year-olds surveyed. However, they also found that cynicism and disaffection had increased among all age groups surveyed over time, not just young adults, making this a period effect, not a cohort effect. In other words, adults of all ages were more cynical and disaffected in the 1990s, not just Generation X.

Rise of the Internet and the dot-com bubble

By the mid-late 1990s, under Bill Clinton's presidency, economic optimism had returned to the U.S., with unemployment reduced from 7.5% in 1992 to 4% in 2000. Younger members of Gen X, straddling across administrations, politically experienced a "liberal renewal". In 1997, magazine published an article titled "Generation X Reconsidered", which retracted the previously reported negative stereotypes and reported positive accomplishments. The article cited Gen Xers' tendency to found technology startup companies and small businesses, as well as their ambition, which research showed was higher among Gen X young adults than older generations. Yet, the slacker moniker stuck. As the decade progressed, Gen X gained a reputation for entrepreneurship. In 1999, The New York Times dubbed them "Generation 1099", describing them as the "once pitied but now envied group of self-employed workers whose income is reported to the Internal Revenue Service not on a W-2 form, but on Form 1099".

Consumer access to the Internet and its commercial development throughout the 1990s witnessed a frenzy of IT initiatives. Newly created companies, launched on stock exchanges globally, were formed with dubitable revenue generation or cash flow. When the dot-com bubble eventually burst in 2000, early Gen Xers who had embarked as entrepreneurs in the IT industry while riding the Internet wave, as well as newly qualified programmers at the tail-end of the generation (who had grown up with AOL and the first Web browsers), were both caught in the crash. This had major repercussions, with cross-generational consequences; five years after the bubble burst, new matriculation of IT millennial undergraduates fell by 40% and by as much as 70% in some information systems programs.

However, following the crisis, sociologist Mike Males reported continued confidence and optimism among the cohort. He reported "surveys consistently find 80% to 90% of Gen Xers self-confident and optimistic". Males wrote "these young Americans should finally get the recognition they deserve", praising the cohort and stating that "the permissively raised, universally deplored Generation X is the true 'great generation', for it has braved a hostile social climate to reverse abysmal trends". He described them as the hardest-working group since the World War II generation. He reported Gen Xers' entrepreneurial tendencies helped create the high-tech industry that fueled the 1990s economic recovery. In 2002, Time magazine published an article titled Gen Xers Aren't Slackers After All, reporting that four out of five new businesses were the work of Gen Xers.

Response to 9/11

In the U.S., Gen Xers were described as the major heroes of the September 11 terrorist attacks by author William Strauss. The firefighters and police responding to the attacks were predominantly from Generation X. Additionally, the leaders of the passenger revolt on United Airlines Flight 93 were also, by majority, Gen Xers. Author Neil Howe reported survey data which showed that Gen Xers were cohabiting and getting married in increasing numbers following the terrorist attacks. Gen X survey respondents reported that they no longer wanted to live alone.

In October 2001, the Seattle Post-Intelligencer wrote of Gen Xers: "Now they could be facing the most formative events of their lives and their generation." The Greensboro News & Record reported members of the cohort "felt a surge of patriotism since terrorists struck" by giving blood, working for charities, donating to charities, and by joining the military to fight the War on Terror. The Jury Expert, a publication of The American Society of Trial Consultants, reported: "Gen X members responded to the terrorist attacks with bursts of patriotism and national fervor that surprised even themselves."

Achieving a work-life balance

In 2011, survey analysis from the Longitudinal Study of American Youth found Gen Xers (defined as those who were then between the ages of 30 and 50) to be "balanced, active, and happy" in midlife and as achieving a work-life balance. The Longitudinal Study of Youth is an NIH- NIA funded study by the University of Michigan which has been studying Generation X since 1987. The study asked questions such as "Thinking about all aspects of your life, how happy are you? If zero means that you are very unhappy and 10 means that you are very happy, please rate your happiness." LSA reported that " mean level of happiness was 7.5 and the median (middle score) was 8. Only four percent of Generation X adults indicated a great deal of unhappiness (a score of three or lower). Twenty-nine percent of Generation X adults were very happy with a score of 9 or 10 on the scale."

In 2014, Pew Research provided further insight, describing the cohort as "savvy, skeptical and self-reliant; they're not into preening or pampering, and they just might not give much of a hoot what others think of them. Or whether others think of them at all." Furthermore, guides regarding managing multiple generations in the workforce describe Gen Xers as: independent, resilient, resourceful, self-managing, adaptable, cynical, pragmatic, skeptical of authority, and as seeking a work-life balance.

Entrepreneurship as an individual trait

Google co-founder Sergey Brin, speaking at a Web 2.0 conference

Individualism is one of the defining traits of Generation X, and is reflected in their entrepreneurial spirit. In the 2008 book X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking, author Jeff Gordinier describes Generation X as a " dark horse demographic" which "doesn't seek the limelight". Gordiner cites examples of Gen Xers' contributions to society such as: Google, Wikipedia, Amazon.com, and YouTube, arguing that if boomers had created them, "we'd never hear the end of it". In the book, Gordinier contrasts Gen Xers to baby boomers, saying boomers tend to trumpet their accomplishments more than Gen Xers do, creating what he describes as "elaborate mythologies" around their achievements. Gordiner cites Steve Jobs as an example, while Gen Xers, he argues, are more likely to "just quietly do their thing".

Small businesses and the entrepreneurial spirit that Gen Xers embody have become one of the most popular institutions in America. There's been a recent shift in consumer behavior and Gen Xers will join the "idealist generation" in encouraging the celebration of individual effort and business risk-taking. As a result, Xers will spark a renaissance of entrepreneurship in economic life, even as overall confidence in economic institutions declines. Customers, and their needs and wants (including Millennials) will become the North Star for an entire new generation of entrepreneurs.

A 2015 study by Sage Group reports Gen Xers "dominate the playing field" with respect to founding startups in the United States and Canada, with Xers launching the majority (55%) of all new businesses in 2015.

Income benefits of a college education

Unlike millennials, Generation X was the last generation in the U.S. for whom higher education was broadly financially remunerative. In 2019, the Federal Reserve Bank of St. Louis published research (using data from the 2016 Survey of Consumer Finances) demonstrating that after controlling for race and age, cohort families with heads of household with post-secondary education and born before 1980 have seen wealth and income premiums, while, for those after 1980, the wealth premium has weakened to a point of statistical insignificance (in part because of the rising cost of college). The income premium, while remaining positive, has declined to historic lows, with more pronounced downward trajectories among heads of household with postgraduate degrees.

Parenting and volunteering

In terms of advocating for their children in the educational setting, author Neil Howe describes Gen X parents as distinct from baby boomer parents. Howe argues that Gen Xers are not helicopter parents, which Howe describes as a parenting style of boomer parents of millennials. Howe described Gen Xers instead as "stealth fighter parents", due to the tendency of Gen X parents to let minor issues go and to not hover over their children in the educational setting, but to intervene forcefully and swiftly in the event of more serious issues. In 2012, the Corporation for National and Community Service ranked Gen X volunteer rates in the U.S. at "29.4% per year", the highest compared with other generations. The rankings were based on a three-year moving average between 2009 and 2011.

Income differential with previous generations

A report titled Economic Mobility: Is the American Dream Alive and Well? focused on the income of males 30-39 in 2004 (those born April 1964 - March 1974). The study was released on 25 May 2007 and emphasized that this generation's men made less (by 12%) than their fathers had at the same age in 1974, thus reversing a historical trend. It concluded that, per year increases in household income generated by fathers/sons slowed from an average of 0.9% to 0.3%, barely keeping pace with inflation. "Family incomes have risen though (over the period 1947 to 2005) because more women have gone to work", "supporting the incomes of men, by adding a second earner to the family. And as with male income, the trend is downward."

In 2016, a global consumer insights project from Viacom International Media Networks and Viacom, based on over 12,000 respondents across 21 countries, reported on Gen X's unconventional approach to sex, friendship, and family, their desire for flexibility and fulfillment at work and the absence of midlife crisis for Gen Xers. The project also included a 20 min documentary titled Gen X Today.

In Russia, Generation Xers are referred to as "the last Soviet children", as the last children to come of age prior to the downfall of communism in their nation and prior to the Dissolution of the Soviet Union. Those that reached adulthood in the 1980s and grew up educated in the doctrines of Marxism and Leninism found themselves against a background of economic and social change, with the advent of Mikhail Gorbachev to power and Perestroika. However, even before the collapse of the Soviet Union and the disbanding of the Communist Party of the Soviet Union, surveys demonstrated that Russian young people repudiated the key features of the Communist worldview that their party leaders, schoolteachers, and even parents had tried to instill in them. This generation, caught in the transition between Marxism-Leninism and an unknown future, and wooed by the new domestic political classes, remained largely apathetic.

In France, "Generation X" is not as widely known or used to define its members. Demographically, this loosely denotes those born from the beginning of the 1960s to the early 1980s. Although fertility rates started to fall in 1965, number of births in France only followed suit in 1975. There is general agreement that, domestically, the event that is accepted in France as the separating point between the baby boomer generation and Generation X are the French strikes and violent riots of May 1968 with those of the generation too young to participate. Those at the start of the cohort are sometimes referred to as 'Génération Bof' because of their tendency to use the word 'bof', which, translated into English, means "whatever".

The generation is closely associated with socialist François Mitterrand who served as President of France during two consecutive terms between 1981 and 1995 as most transitioned into adulthood during that period. Economically, Xers started when the new labour market was emerging and were the first to fully experience the advent of the post-industrial society. For those at the tail-end of the generation, educational and defence reforms, a new style baccalauréat général with three distinct streams in 1995 (the preceding programme, introduced in 1968) the 2002 licence-master-doctorat reform for first millennial graduates ( DEUG, Maîtrise, DESS and DEA degrees no longer awarded), and the cessation of military conscription in 1997 (for those born after January 1979) are considered as new transition points to the next.

Republic of Ireland

The term "Generation X" is used to describe Irish people born between 1965 and 1985; they grew up during The Troubles and the 1980s economic recession, coming of age during the Celtic Tiger period of prosperity in the 1990s onward. The appropriateness of the term to Ireland has been questioned, with Darach Ó Séaghdha noting that "Generation X is usually contrasted with the one before by growing up in smaller and different family units on account of their parents having greater access to contraception and divorce - again, things that were not widely available in Ireland. [ Contraception was only available under prescription in 1978 and without prescription in 1985; divorce was illegal until 1996.] However, this generation was in prime position to benefit from the Celtic Tiger, the Peace Process and liberalisations introduced on foot of EU membership and was less likely to emigrate than those that came before and after. You could say that in many ways, these are Ireland's real boomers."

Culturally, Britpop, Celtic rock, the trad revival, , the 1990 FIFA World Cup and rave culture were significant. The Divine Comedy song " Generation Sex" (1998) painted a picture of hedonism in the late 20th century, as well as its effect on the media. David McWilliams' 2005 book The Pope's Children: Ireland's New Elite profiled Irish people born in the 1970s (just prior to the papal visit to Ireland), which was a baby boom that saw Ireland's population increase for the first time since the 1840s Great Famine. The Pope's Children were in position to benefit from the Celtic Tiger and the newly liberal culture, where the Catholic Church had significantly less social power.

United Kingdom

As children, adolescents and young adults

Political environment

The United Kingdom's Economic and Social Research Council described Generation X as "Thatcher's children" because the cohort grew up while Margaret Thatcher was Prime Minister from 1979 to 1990, "a time of social flux and transformation". Those born in the late 1960s and early 1970s grew up in a period of social unrest. While unemployment was low in the early 1970s, industrial and social unrest escalated. Strike action culminated in the " Winter of Discontent" in 1978-79, and the Troubles began to unfold in Northern Ireland. The turn to neoliberal policies introduced and maintained by consecutive conservative governments from 1979 to 1997 marked the end of the post-war consensus.

The almost universal dismantling of the grammar school system in Great Britain during the 1960s and the 1970s meant that the vast majority of the cohort attended secondary modern schools, relabelled comprehensive schools. Compulsory education ended at the age of 16. As older members of the cohort reached the end of their mandatory schooling, levels of educational enrollment among older adolescents remained below much of the Western world. By the early 1980s, some 80% to 90% of school leavers in France and West Germany received vocational training, compared with 40% in the United Kingdom. By the mid-1980s, over 80% of pupils in the United States and West Germany and over 90% in Japan stayed in education until the age of eighteen, compared with 33% of British pupils. There was, however, broadly a rise in education levels among this age range as Generation X passed through it.

In 1990, 25% of young people in England stayed in some kind of full-time education after the age of 18, this was an increase from 15% a decade earlier. Later, the Further and Higher Education Act 1992 and the liberalisation of higher education in the UK saw greater numbers of those born towards the tail-end of the generation gaining university places.

Employment

The 1980s, when much of Generation X reached working age, was an era defined by high unemployment rates. This was particularly true of the youngest members of the working aged population. In 1984, 26% of 16 to 24 year olds were neither in full-time education or participating in the workforce. However, this figure did decrease as the economic situation improved reaching 17% by 1993.

A 2016 study of over 2,500 British office workers conducted by Workfront found that survey respondents of all ages selected those from Generation X as the hardest-working employees and members of the workforce (chosen by 60%). Gen X was also ranked highest among fellow workers for having the strongest work ethic (chosen by 59.5%), being the most helpful (55.4%), the most skilled (54.5%), and the best troubleshooters/problem-solvers (41.6%).

Political evolution

Ipsos MORI reports that at the 1987 and 1992 general elections, the first United Kingdom general elections where significant numbers of Generation X members could vote, a plurality of 18 to 24 year olds opted for the Labour Party by a small margin. The polling organisation's figures suggest that in 1987, 39% of that age group voted Labour, 37% for the Conservatives and 22% for the SDP-Liberal Alliance. Five years later, these numbers were fairly similar at 38% Labour, 35% Conservative and 19% Liberal Democrats, a party by then formed from the previously mentioned alliance. Both these elections saw a fairly significant lead for the Conservatives in the popular vote among the general population.

At the 1997 General election where Labour won a large majority of seats and a comfortable lead in the popular vote, research suggests that voters under the age of 35 were more likely to vote Labour if they turned out than the wider electorate but significantly less likely to vote than in 1992. Analysts suggested this may have been due to fewer differences in policies between the major parties and young people having less of a sense of affiliation with particular political parties than older generations. A similar trend continued at the 2001 and 2005 general elections as turnout dropped further among both the relatively young and the wider public.

Voter turnout across the electorate began to recover from a 2001 low until the 2017 general election. Generation X also became more likely to vote as they entered the midlife age demographics. Polling suggests a plurality of their age group backed the Conservatives in 2010 and 2015 but less overwhelming than much of the older generation. At the 2016 EU membership referendum and 2017 general election, Generation X was split with younger members appearing to back remain and Labour and older members tending towards Leave and Conservative in a British electorate more polarised by age than ever before. At the 2019 general election, voting trends continued to be heavily divided by age but a plurality of younger as well as older generation X members (then 39 to 55 year olds) voted Conservative.

The fall of the Berlin Wall in 1989 was a landmark event in Generation X's formative years.

In Germany, "Generation X" is not widely used or applied. Instead, reference is made to "Generation Golf" in the previous West German republic, based on a novel by Florian Illies. In the east, children of the "Mauerfall" or coming down of the wall. For former East Germans, there was adaptation, but also a sense of loss of accustomed values and structures. These effects turned into romantic narratives of their childhood. For those in the West, there was a period of discovery and exploration of what had been a forbidden land.

South Africa

In South Africa, Gen Xers spent their formative years of the 1980s during the "hyper-politicized environment of the final years of apartheid".

Arts and culture

This illustration shows three cultural touchstones for Generation X: singer Michael Jackson, who dominated pop charts in the 1980s; alien characters from the popular arcade video game Space Invaders; and a videocassette, which revolutionized home entertainment by enabling TV viewers to record shows and watch prerecorded films at home.

Gen Xers were the first cohort to come of age with MTV. They were the first generation to experience the emergence of music videos as teenagers and are sometimes called the MTV Generation. Gen Xers were responsible for the alternative rock movement of the 1990s and 2000s, including the grunge subgenre. Hip hop has also been described as defining music of the generation, particularly artists such as Tupac Shakur, N.W.A., and The Notorious B.I.G.

The Offspring performing in 2008 in Fortaleza, Brazil

From 1974 to 1976, a new generation of rock bands arose, such as the Ramones, Johnny Thunders and the Heartbreakers, The Dictators in New York City, the Sex Pistols, the Clash, the Damned, and Buzzcocks in the United Kingdom, and the Saints in Brisbane. By late 1976, these acts were generally recognized as forming the vanguard of "punk rock", and as 1977 approached, punk rock became a major and highly controversial cultural phenomenon in the UK. It spawned a punk subculture which expressed a youthful rebellion, characterized by distinctive styles of clothing and adornment (ranging from deliberately offensive T-shirts, leather jackets, studded or spiked bands and jewelry, as well as bondage and S&M clothes) and a variety of anti-authoritarian ideologies that have since been associated with the form.

By 1977 the influence of punk rock music and its subculture became more pervasive, spreading throughout various countries worldwide. It generally took root in local scenes that tended to reject affiliation with the mainstream. In the late 1970s, punk experienced its second wave. Acts that were not active during its formative years adopted the style. While at first punk musicians were not Gen Xers themselves (many of them were late boomers, or Generation Jones), the fanbase for punk became increasingly Gen X-oriented as the earliest Xers entered their adolescence, and it therefore made a significant imprint on the cohort.

By the 1980s, faster and more aggressive subgenres such as hardcore punk (e.g., Minor Threat), street punk (e.g., the Exploited, NOFX) and anarcho-punk (e.g., Subhumans) became the predominant modes of punk rock. Musicians identifying with or inspired by punk often later pursued other musical directions, resulting in a broad range of spinoffs. This development gave rise to genres such as post-punk, new wave and later indie pop, alternative rock, and noise rock. Gen Xers were no longer simply the consumers of punk, they became the creators as well. By the 1990s, punk rock re-emerged into the mainstream. Punk rock and pop punk bands with Gen X members such as Green Day, Rancid, The Offspring, and Blink-182 brought widespread popularity to the genre .

Arguably in a similar way to punk, a sense of disillusionment, angst and anger catalysed hard rock and heavy metal to grow from the earlier influence of rock.

The energy generated by the punk movement launched a subsequent proliferation of weird and eclectic post-punk sub cultures, spanning new wave, goth, etc., and influencing the New Romantics.

Nirvana singer Kurt Cobain (pictured here in 1992) was called the "voice of Generation X" in the 1990s, playing the same role for this demographic as Bob Dylan and John Lennon played for baby boomers in the 1960s.[173]

A notable example of alternative rock is grunge music and the associated subculture that developed in the Pacific Northwest of the U.S. Grunge song lyrics have been called the "...product of Generation X malaise". Vulture commented: "the best bands arose from the boredom of latchkey kids". "People made records entirely to please themselves because there was nobody else to please" commented producer Jack Endino.

Grunge lyrics are typically dark, nihilistic, angst-filled, anguished, and often addressing themes such as social alienation, despair and apathy. The Guardian wrote that grunge "didn't recycle banal cliches but tackled weighty subjects". Topics of grunge lyrics included homelessness, suicide, rape, broken homes, drug addiction, self-loathing, misogyny, domestic abuse and finding "meaning in an indifferent universe". Grunge lyrics tended to be introspective and aimed to enable the listener to see into hidden personal issues and examine depravity in the world. Notable grunge bands include: Nirvana, Pearl Jam, Alice in Chains, Stone Temple Pilots and Soundgarden.

This cartoon depicts a 1980s-era dancer doing breakdancing, an African-American dance form that was a key part of hip hop culture.

The golden age of hip hop refers to hip hop music made from the mid-1980s to mid-1990s, typically by artists originating from the New York metropolitan area. The music style was characterized by its diversity, quality, innovation and influence after the genre's emergence and establishment in the previous decade. There were various types of subject matter, while the music was experimental and the sampling eclectic.

Artists associated with the era include LL Cool J, Run-D.M.C., Public Enemy, the Beastie Boys, KRS-One, Eric B. & Rakim, De La Soul, Big Daddy Kane, EPMD, A Tribe Called Quest, Wu-Tang Clan, Slick Rick, Ultramagnetic MC's, and the Jungle Brothers. Releases by these acts co-existed in this period with, and were as commercially viable as, those of early gangsta rap artists such as Ice-T, Geto Boys and N.W.A, the sex raps of 2 Live Crew and Too Short, and party-oriented music by acts such as Kid 'n Play, The Fat Boys, DJ Jazzy Jeff & The Fresh Prince and MC Hammer.

In addition to lyrical self-glorification, hip hop was also used as a form of social protest. Lyrical content from the era often drew attention to a variety of social issues, including afrocentric living, drug use, crime and violence, religion, culture, the state of the American economy, and the modern man's struggle. Conscious and political hip hop tracks of the time were a response to the effects of American capitalism and former President Reagan's conservative political economy. According to Rose Tricia, "In rap, relationships between black cultural practice, social and economic conditions, technology, sexual and racial politics, and the institution policing of the popular terrain are complex and in constant motion". Even though hip hop was used as a mechanism for different social issues, it was still very complex with issues within the movement itself.

There was also often an emphasis on black nationalism. Hip hop artists often talked about urban poverty and the problems of alcohol, drugs, and gangs in their communities. Public Enemy's most influential song, " Fight the Power", came out at this time; the song speaks up to the government, proclaiming that people in the ghetto have freedom of speech and rights like every other American.

The economic accessibility of video mediums in the consumer market supported the growth and popularity of independent film. [citation needed ]

Indie films

Kevin Smith is an influential Gen X indie filmmaker, his flagship film being Clerks.

Gen Xers were largely responsible for the " indie film" movement of the 1990s, both as young directors and in large part as the film audiences which were fueling demand for such films. In cinema, directors Kevin Smith, Quentin Tarantino, Sofia Coppola, John Singleton, Spike Jonze, David Fincher, Steven Soderbergh, and Richard Linklater have been called Generation X filmmakers. Smith is most known for his View Askewniverse films, the flagship film being , which is set in New Jersey circa 1994, and focuses on two convenience-store clerks in their twenties. Linklater's similarly explores young adult characters who were interested in philosophizing.

While not a member of Gen X himself, director John Hughes has been recognized as having created classic 1980s teen films with early Gen X characters which "an entire generation took ownership of", including The Breakfast Club, Sixteen Candles, Weird Science, and Ferris Bueller's Day Off.

In France, a new movement emerged, the Cinéma du look, spearheaded by filmmakers Luc Besson, Jean-Jacques Beineix and Leos Carax. Although not Gen Xers themselves, (1985), 37°2 le matin (English: ; 1986), and Mauvais Sang (1986) sought to capture on screen the generation's malaise, sense of entrapment, and desire to escape.

Franchise mega sequels

The birth of franchise mega-sequels in the science fiction, fantasy, and horror fiction genres, such as the epic space opera and the franchise, had a profound and notable cultural influence.

Literature

The literature of early Gen Xers is often dark and introspective. In the U.S., authors such as Elizabeth Wurtzel, David Foster Wallace, Bret Easton Ellis, and Douglas Coupland captured the zeitgeist of this generation. In France, Michel Houellebecq and Frédéric Beigbeder rank among major novelists whose work also reflect the dissatisfaction and melancholies of the cohort. In the UK, Alex Garland, author of (1996), further added to the genre.

Health problems

While previous research has indicated that the likelihood of heart attacks was declining among Americans aged 35 to 74, a 2018 study published in the American Heart Association's journal Circulation revealed that this did not apply to the younger half of that cohort (controlling for age, Generation X have not seen a reduction in heart attack risk, versus previous generations). Data from 28,000 patients from across the United States who were hospitalized for heart attacks between 1995 and 2014 showed that a growing proportion were between the ages of 35 and 54. The proportion of heart-attack patients in this age group at the end of the study was 32%, up from 27% at the start of the study. This increase is most pronounced among women, for whom the number rose from 21% to 31%. A common theme among those who suffered from heart attacks is that they also had high-blood pressure, diabetes, and chronic kidney disease. These changes have been faster for women than for men. Experts suggest a number of reasons for this. Conditions such as coronary artery disease are traditionally viewed as a man's problem, and as such female patients are not considered high-risk. More often than in previous generations, Generation X women are both the primary caretakers of their families and full-time employees, reducing time for self-care.

Generation X are usually the parents of Generation Z, and sometimes millennials. Jason Dorsey, who works for the Center of Generational Kinetics, observed that like their parents from Generation X, members of Generation Z tend to be autonomous and pessimistic. They need validation less than the millennials and typically become financially literate at an earlier age, as many of their parents bore the full brunt of the Great Recession.

References

External links

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Generation X (often shortened to Gen X) is the demographic cohort following the baby boomers and preceding Millennials. Researchers and popular media use the mid-to-late 1960s as starting birth years and the late 1970s to early 1980s as ending birth years, with the generation being generally defined as people born from 1965 to 1980.

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Final clearance in our Sale with 50+ new lines added. Save up to 60% off our luxurious home, clothing, fragrances & gifting collections. Free shipping over $100

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These are the 5 main Generation X characteristics you see in the workplace

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Generation X characteristics can be viewed in a few different lights. The generation that defined current Americana culture in ways of music and art has been dubbed by some, like Vanity Fair, as the generation “best suited to preserve American tradition in these dark new days.” Gen X gave America po…

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Location is important when it comes to creating beautiful and engaging content, you need to be attending the hottest events of the year and exploring the most instagrammable locations all around the UK for those all-important social snaps.

So where are the most influencers in the UK?

The UK’s capital takes the crown with 1 in 10 (11.3%) people from London considering themselves as social media influencers, which is no surprise as they have access to the top landmarks and city sights.

Coming in second place is Cardiff with 10.3% and of course we can’t overlook that Manchester is in the top 3, the home of PrettyLittleThing HQ.

Being an influencer is #goals and it's no shock that over the years interest in how to become an influencer has grown dramatically. We took a look at Google Trends data over the last 10 years to reveal just how much the interest to become an influencer has built up.

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We have forgotten about the work-hard, play-hard Generation X

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Generation X has the benefit of possessing the best characteristics of both – with none of the downsides

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You have a solid ecommerce marketing strategy in place and you've worked hard to identify the appropriate channels and campaigns to attract your target audience - ranging from social media for Generation Z and Millennials to more traditional media and direct mail for the Baby Boomers.

But, what about the in-between generation, the Gen Xers?

Unfortunately, this generation is usually an afterthought. But Gen X, making up more than 30% of the American population, has vast purchasing power.

Accordinging to the U.S. Department of Labor, Generation X outspends all other generations when it comes to housing, clothing, eating out and entertainment.

They are experienced with purchasing both online and in-store, so you have to be strategic with how and where you market to this audience. Given some of this generation is close to the Baby Boomer age, you shouldn't forget traditional media. 48% listen to the radio, 62% percent still read newspapers and 85% percent watch traditional television.

Who is Gen X?

Generation X is one of the smallest generations in the U.S., but they make up a large portion of the purchasing power. They are born sometime between the years of 1965-1980, and are effectively a technological conduit between Baby Boomers and Millennials. To better understand this generation, it's important to recognize the generations they are sandwiched in between.

Baby Boomers, born between the years of 1942-1964, were once the largest generation, but according to the U.S. Census Bureau, Millennials have surpassed them. Boomers worked hard and enjoyed social activities in their younger years.

The majority are retired or preparing to retire, they have money to spend, but they are also want to protect their wealth. The most likely generation to shop for items on sale, they value good deals and take advantage of them by using coupons.

On the other side of the Gen Xers are Millennials. Born between the years of 1981-2000, Millennials make up the largest percentage of the population and aren't familiar with a world before the internet and mobile phones.

The younger portion of this group just graduated from high school or recently graduated from college and can be still reliant on their parents. The older Millennials might already have children, work in a professional career and have expensive college debt.

One thing they all have in common is they are very tech savvy - and not as loyal to brands as older generations like the Baby Boomers.

In this sense, Gen X can understand the points of view from both generations. They enjoy learning the new tech of the century, spending time with their families and having independence. We also have to keep in mind, Generation X has borne witness to some significant events, including civil rights movements, several wars across the Atlantic and the Y2K crisis, to name a few.

A stereotypical Xer will be family-oriented, financially responsible and self-reliant. They may be overlooked, but Gen X's impact on the workplace and the economy is hard to ignore.

What to Know About Gen X

Gen X can be the hardest age group to understand and nail down for even the most savvy marketers. You essentially have two types of Gen Xers:

Those born earlier in the generation who have some of the characteristics of Baby Boomers.

Younger members of Gen X who have some Millennial-type buying habits.

From a marketer's perspective, it's interesting how different each end of the generation can be when it comes to their savviness with technology. Earlier members of the generation may still have trouble with technology, such as computers and phones, while the later members have no trouble at all and are usually enthusiastic early adopters.

The more tech-dependant marketing techniques may appeal more to those that were born closer to 1980 and miss altogether those that were born closer to 1965.

Despite their differences, there are still commonalities across this diverse generation. Below are a few things to keep in mind when you are marketing to Gen Xers:

1. They are financially stable.

Since the oldest Gen Xers are 54 and the youngest are 39, they are at their highest-earning years and are on their way to reaching the top of their profession. Ignoring them means ignoring a demographic that has impressive influence over both household and company decisions.

2. They care about security.

Most Gen Xers have started families, and their children are likely in school or graduating from college at this point in their lives. Making smart decisions for their family's safety and financial future is very important to them.

They also hold strong family values. To more easily connect with this generation, make it a priority to show them you can be trusted, and provide them a reliable product or service to build relationships and referrals.

3. They've seen a lot.

Gen X (as a whole generation) has been through the moon landing, the Cold War, the internet revolution, the Y2K crisis and everything in between. They have seen a lot of ads and been the target of a lot of marketing, which means having an authentic message throughout your marketing is very important.

4. They use the internet to research businesses.

Generation Xers tend to research businesses on the internet even after seeing a TV commercial or newspaper ad. You'll want to make sure your company information and messaging are consistent across all directories, social platforms and, most importantly, your website.

5. They prefer marketing that is more personal and authentic.

Most Gen Xers are now parents and prefer to consume media that reflects their values. They also prefer brands who are authentic. Be transparent and don't hide agendas or values from this generation - they will see right through it. Try to be forward with your intentions, no "smoke and mirrors."

Stats on Gen X

Unlike some of the Baby Boomer generation, Gen X has embraced the internet.

This educated age group enjoys spending time searching online and connecting with friends on their favorite social media platform, Facebook. They're also known to be very loyal customers - just another reason to focus your marketing efforts on this generation!

Below are some interesting statistics you'll want to keep in mind when building your marketing plan to capture the attention of Gen Xers:

1. Generation X currently makes up 31% of the total U.S. income.

2. Gen X loves social media - 95% of them use Facebook.

3. 72% of Gen Xers use the internet to research businesses.

4. Acknowledge this generation in your marketing - 54% of Gen Xers are frustrated that brands constantly ignore them.

5. Use traditional media to your advantage with Gen Xers - 48% listen to the radio, 62% still read newspapers and 85% watch traditional television.

6. 35% of Xers in the U.S. have college degrees, compared to only 19% of Millennials. This means that they tend to hold more powerful positions in organizations.

7. Keep device usage in mind when marketing to Gen X - they spend more time per week on all devices than Millennials do: 21 hours on smartphones, 9 hours on PCs, and 4 hours on tablets.

Which Channels Reach Gen X?

With 58.2 million Gen Xers using the internet every day, they are the hardest generation in the U.S. to pin down. Generation X is the closest generation to retirement and are at the peak of their buying power. However, they are not as wealthy as the previous generation, the Baby Boomers, and often have more debt.

Gen Xers remember the world before the internet, but don't let that steer your perception of this generation - many of them are well-versed with technology. It's important to recognize that this group does have a tendency to develop brand loyalty and is also more likely to spend more on brands that contribute to social causes.

However, there are key channels to include in your marketing strategy to catch Gen X's attention and influence them to make a purchase on your website.

Popular Directories.

Generation X likes to research businesses online. Ensure your business information and messaging is consistent across popular websites and directories, and include your listing on:

Google or Bing,

Yelp,

social media,

TripAdvisor,

and other popular online directories.

Facebook.

Millennials are often seen as the social media-obsessed generation, but Gen Xers are just as likely to engage with brands on social media. Since Facebook is the most popular social media site used by Generation X, you'll want to ensure you're providing relevant information and have a Facebook-specific marketing plan to encourage engagement and online purchases.

Add a description to your "About" section.

Ensure your company details are correct - address, website, phone number and hours.

Use the "Shop Now" call-to-action button.

Manage and respond to reviews as quickly as possible!

Post regularly - a minimum of one post per week.

Use Facebook advertising to attract your target audience.

Utilize discount codes to drive online purchases (use a specific code for Facebook to track ROI more accurately).

Direct mail.

Generation X still holds an appreciation for "snail" mail, as long as it isn't bills (although I think it's safe to say this holds true across all generations). Many Gen Xers still send out handwritten cards for both personal and professional means.

As we'll discuss more in a later section, try to include a discount code to entice them to purchase. This is also a great way to track your return on investment. It's important to note that direct mail marketing can be expensive. To save on costs, try using a postcard-size mailer and make sure your mailing list is as accurate as possible. Lastly, don't forget to include your website URL and phone number on your marketing mailer.

Email marketing.

With 58.2 billion Gen Xers using the internet every day, they tend to check their email on a fairly regular basis, which means they'll usually see your message. Email can be a very cost-effective marketing tactic, so this is a win-win for marketers! If you have something to important or enticing to communicate, email is a great way to get their attention.

If you don't have a big mailing list, try adding email capture forms to your website (more on this topic can be found in the next section).

For your emails, you'll want to focus on creating highly visual emails highlighting your products, or a short video of your product, company or customer testimonial (Gen Xers love videos). Try to use personalization and segmentation as much as possible. Marketing automation platforms are great for this!

Video marketing.

As mentioned previously, Generation X loves video marketing, especially on Facebook. Videos are also more likely to be shared over social media than links and articles. A well-made video can add a more human element and help you connect in an authentic way. You can use video across multiple channels, including social media, your website and email.

Your website.

This may seem like an obvious one, but it's an important aspect since you are most likely driving all your marketing traffic to your website. You can have the best marketing plan, but if you don't have a website that creates a seamless online buying experience, you'll likely lose a lot of potential buyers.

Below are a few areas to focus on to create an enjoyable and easy shopping experience for Gen Xers:

Ask for feedback to continually improve the shopping experience. You'll be surprised how open Gen Xers are to giving constructive feedback, and it lets them know their opinions matter to you!

Use marketing tools like Hot Jar to understand how your customers are navigating your website and where you should make adjustments.

Integrate a robust search functionality that quickly allows Gen Xers to find what they are looking for. We're a fan of Searchaniese, which integrates easily with BigCommerce.

Add a live chat function to your site and ensure it's properly managed. Some Gen Xers may prefer to chat online instead of calling.

Add a pop-up email capture form to join a newsletter or to receive a discount code. JustUno is easy to use for this!

How to Tailor Your Ecommerce Marketing to Gen X

Now that we know who Gen Xers are and which channels are most effective at capturing their attention, let's explore some of the marketing tactics to turn this discount-loving generation into repeat, loyal customers.

1. Provide discounts.

Gen X grew up with various discounts in the newspaper, magazines, and on TV. Keep discounts alive in your marketing plan by providing an intro-discount to a first order. This can be a part of your marketing automation plan.

2. Create a loyalty program.

Gen Xers are known for their loyalty. Create a reward program to encourage repeat purchases, whether it's a discount after a certain amount of purchases, free samples, free shipping, or with a simple thank you email.

3. Have written reviews.

Written reviews boost your authenticity as a company and build trust with Gen Xers. You'll want to focus on showing Gen X that your customers love your products. And, a simple "Thank you for taking the time to review our products," response to a positive review goes a long way!

Don't forget to make sure your product reviews are displaying in Google searches (which also benefits your organic ranking).

4. Appeal to security.

Offer free return shipping and include a prepaid return shipping label with your package. This helps Gen Xers feel more secure and provides a safety net in case something goes wrong. Make sure your return policy is easily understood on your website.

5. Keep it personal.

Appeal to Gen Xers by rooting conversations in real-world possibilities by showcasing everyday life and situations. Keep the sales tactics to a minimum - this is a big no-no for this generation.

6. Use traditional and social ads.

You don't have to stick to just traditional ad formats like newspapers or radio to grab the attention of Gen Xers. You can use online ads as well. Just remember who you're selling to. Facebook ads, Google Shopping, and search ads (Google and Bing) are great places to start.

7. Have great customer service.

Provide timely responses and rectify any issues immediately. If you provide a great experience, Gen Xers are likely to become repeat customers and provide positive reviews.

8. Incorporate nostalgia.

Add a little nostalgia to your marketing tactics. Gen Xers enjoy taking a trip down memory lane, whether it's related to past events, old TV commercials or music from the past. Try to sprinkle these into your marketing channels. For example, try posting a throwback photo on Facebook and encourage Gen Xers to comment or share.

9. Optimize your website for mobile.

Ensure your website is built with mobile in mind - and not just for the huge SEO benefits! Generation X spends a lot of time on mobile devices each day. Make sure your website loads quickly - no one likes to wait! Text should be very easy to read on mobile. Lastly, ensure it's a seamless and easy buying experience across all devices - tablet and different phone screen sizes.

10. Use videos.

Gen Xers watch upwards of 32 hours of TV a week, and 45.8 million of them consume digital videos. Use videos to showcase your products or services in a creative, personal way. You can also appeal to Gen X by using real-world narratives and clearly outlining your company's values.

Conclusion

Generation X has a lot of spending power and shouldn't be an afterthought when you're building an effective marketing strategy. If you meet this well-educated age group where they search and purchase, you'll build a loyal customer base for the years to come.

This in-between generation encompasses traits from Baby Boomers and Millennials, so be sure to include a combination of different channels in your strategy, such as social media, direct mail and email, to drive them to your website.

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Gen X Marketing + Selling Strategies (2021)

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Most resources for entrepreneurs are aimed towards older people.
But what about young adults or even teenagers?
Entrepreneurship is a great way to learn new skills, develop connections, and hopefully make money.

For those who don't find the traditional go-to-school-and-find-a-job route appealing, entrepreneurship is a great alternative path.

I've written this guide as a high-level outline of how to be a successful young entrepreneur, including some resources to help you get started.

It covers all the areas that you will have to at least be aware of, and I've linked tons of resources that have a lot of depth on specific topics that are relevant to you.

What Does It Mean to Be a Young Entrepreneur?

Keeping a business alive, let alone making sure it's profitable is a tough challenge.

That's why around 20% of businesses don't exist after the first year.

Of the remaining 80%, many are losing money or just breaking even.

Add youth into the mix, and it's even harder to be a successful entrepreneur.

On top of the usual challenges, you have a few more obstacles to overcome:

Age - Being young means that you have a lot of time ahead of you to learn and build businesses. But it also means that many people won't take you seriously.

Lack of money - It's a lot easier to build a successful business if you can invest some money in it at the start. Most young people have very little that can be put into a business.

Small network - Having a strong network of intelligent and powerful people makes starting a business much easier. You may be too young to know anybody that can help you.

Little experience - We learn through experiences, and being young means that you don't have much in the way of business experience. Your initial chances of succeeding go way down because of this.

I don't say all this to scare you but, unfortunately, that's the reality of the situation. Entrepreneurship is hard, especially for younger people in general.

Now, take a second to think about what success means to you...

Success may not mean making tons of money. Maybe it's about learning how to run a business right now and developing skills?

The biggest benefit to being young is that you have lots of time to fail - and learn. It takes most people several businesses before they achieve their version of success.

The good news is - you're starting early and it's okay if you don't build an incredibly profitable business right away.

How to Become an Entrepreneur

I'm not going to assume you have any business experience (even though you might) in this section.

Let's take a step-by-step look at the core steps in creating a business:

Step #1: Brainstorm Ideas

Every business starts with an idea.

It doesn't have to be an idea that you commit to for the rest of your life, or a world-changing idea for that matter.

Most successful small businesses are not going to be the next Facebook or Tesla.

Your idea only needs to meet 2 requirements:

1. Be something that provides value to others

2. Be something that you're at least interested in

In order to provide value to others, you will need to have skills of some kind. It's okay if you don't have them yet so long as learning them is achievable. For example:

Have to learn how to create a landing page? Reasonable.

Have to learn how to perform surgery? Not reasonable, it takes several years of school to do that.

You may have certain skills that you enjoy using and can be the focus of your business.

Skills like programming, video editing, and photography are great skills to have but are not incredibly common.

Here is a quick list of business ideas that require skills that just about any young person has or could learn in a reasonable amount of time:

You'll notice that most of these are service-based businesses. They require hard work but are doable for most young people.

If you ever drive around a college neighborhood, you'll see signs for house painting and lawn cutting and these businesses are run by students.

These businesses are in demand, have a proven business model, and you can carve out your own space because they are so dependant on location.

I also included a few online businesses (graphic design) because these are skills that you can learn for free - online. They also cost next to nothing to start, plus, you never have to reveal your age if you don't want to.

Step #2: Do Market Research

Regardless of whether or not you picked an idea from the list above or came up with another, you need to do some basic market research.

You need to prove that there's demand for your service or product and find a way for your business to stand out from the crowd.

To do this, look for competitors.

At first, competition may seem like a bad thing but it's the complete opposite. It shows that people actually want that service or product and are willing to pay for it.

Start by making a list of all close competitors. You can typically do this with a simple Google search, for example:

Add the area if appropriate.

Then you need to learn more about each of them.

What do they do well? What could they improve? How much do they charge? Where do they get their customers?

Create a spreadsheet or Word document where you'll write all this down as you do your research.

You'll find this information in a variety of places, depending on the type of business idea you have:

Their website

Google and Yelp reviews

On forums

What you're looking for are comments or reviews like this one:

From there it's already clear how you could make a better dog walking service:

1. Meet the dog in person right away during the initial consultation

2. Always be available through phone and email during business days

3. Keep customers informed of any delays in their service

4. Pay attention to the needs of the individual dog

And that's all from one review.

By the end of your list, you'll have a detailed picture of your ideal business in the words of your target customer.

Step #3: Consider Funding

How much money, if any, will be needed to start and fund your business until it's profitable?

Businesses need money for:

Stock (if selling a product)

Skills training (e.g. dog training course)

Business requirements (e.g. dog walking permit)

Insurance

Supplies

A website

Some businesses are cheaper than others to launch and sustain. If you don't have access to much in the way of funding, try to find a low-cost idea.

Make a list of all the things your business will need, as well as the cost of each.

You'll need to raise this amount before you launch your business, and, ultimately, before you can bring any money in.

If you aren't able to, start back at step #1 and pick a different idea.

As a younger person, it's likely you'll have limited options:

A job

Parents and family

Friends (rare, but possible)

Investors (again, difficult for young people)

Grants

So how do you raise money?
I know the appeal of entrepreneurship may be to avoid the dreaded 9-to-5 job, but sometimes you need to work a bit to raise money for your own projects.

I've included more detailed funding resources later on in this guide.

Step #4: Create a Business Plan

A business plan is important to show your family and friends that you're serious about your business. It's also a basic requirement if you're trying to get funding from an investor.

But, it's also important to give yourself the best possible chance of success.

A business plan is a way of summarizing the key aspects of your business and ensures that you have a clear path to profit, including validating your business model.

It doesn't need to be a huge book at this point, even a well-written one-page business plan is a great start.

Step #5: Prepare for Launch

With your market research done, a business plan in place, and funding achieved, you should have a clear picture of what your business will look like.

Now it's time to do all the necessary work to get from your current position to the one you have in your mind.

This may include:

Buying supplies

Learning any necessary skills

Registering your business if necessary (more on that later)

Creating a website

Developing forms (if customers need to fill anything out)

Once you think you're ready, it's likely that you're not quite there.

The next step is to do a dry run.

Find a customer, even if you have to do the work for free. You can even get a friend or family member to pose as a customer - who they are doesn't matter at this point.

Go through the entire transaction seriously and treat it as though it's real. You'll likely run into situations and problems you didn't think of beforehand and this will help you figure out how you can solve them.

Repeat this cycle as many times as you need before you feel comfortable launching your business.

Step #6: Launch Your Business and Adjust

To me, ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions. - Steve Jobs

At this point, you have a long list of things that you've done just to get the business ready for launch.

But now the real work starts, especially once the excitement of launching wears off.

You'll need to:

Find your first customers

Collect feedback

Tweak your services and processes

Find a way to become profitable

This is easier for some businesses than others, but it's never easy.

Running a successful business takes a lot of persistence and willingness to fail and learn.

That concludes our high-level overview of starting a business, but I've put together a few sections below of specific resources that will help you overcome common problems.

Mentorship for Young Entrepreneurs

In most cases, a mentor is someone you respect that gives you advice. Typically, they've done something that you want to do. In this case - run a successful business.

Since you lack experience as a young entrepreneur, finding a good mentor can make up for it.

But let me make one thing clear - y ou can be successful without a mentor.

Often, they will increase the chances of your success but they are not mandatory. If you want to do this all on your own, that's fine - just skip ahead.

If you are interested in finding a mentor, there are 4 main places you can find one:

1. A family member

2. A friend of the family

3. Local business owners that own a business you respect

4. Business owners looking to give back

But before you look for a mentor, it's important to understand what a mentor is.

A mentor is not going to do everything for you or tell you what to do. Typically, they will answer questions and point you towards topics you that you need to research and learn about.

A mentor doesn't get much out of helping you, just the satisfaction of giving back and helping a young entrepreneur succeed. Be respectful and take their advice and you'll soon develop a strong, ongoing relationship with your mentor.

I'll also add one caution: If they ask for money, that should be a red flag that you might want to find a different mentor.

Resources to Find a Mentor

If you have successful entrepreneurs in or close to your family, that's the best place to start.

Otherwise, you're left with options 3 and 4.

If you choose 3, make a list of businesses in your area that you like and know are successful. Track down the name of the owner of each of them.

For 4, you can find them at local business events, or use these websites that help connect entrepreneurs with mentors:

SCORE - An American based network of volunteer business mentors. It focuses on small businesses, which is perfect for the business ideas we looked at before. It's extremely reputable as it's backed by the Small Business Administration (SBA) and has been in service since 1964.

MicroMentor - A free social network that lets entrepreneurs and volunteer mentors connect.

MentorCity - Another online mentoring matching program that connects entrepreneurs to mentors for free.

The people who join this network as volunteer mentors are actively looking to give back to less experienced entrepreneurs and can be great mentors.

Once you've identified some mentors you're interested in getting advice from, you need to get in touch with them.

Here's how to get mentored - the right way.

Step #1: Do Work Beforehand

Don't get a mentor just for the sake of getting a mentor.

You should try to find one because you are feeling lost in your endeavor to start a business. You have a good idea of what you'd like to do and have done all the research you can but are clearly missing a few pieces.

Write down all the specific things you'd appreciate advice about.

Step #2: Ask For Specific Advice

Remember that you're not offering much value to a potential mentor.

They're trying to do a nice thing for you or others, so make it easy on them.

If you ask general questions, ramble on, or just say "teach me how to run a successful business," it shows that you haven't done the work beforehand.

Do everything you can to solve your own problems and then ask for help. That's what will impress potential mentors.

Nicholas Reese has a great article and video about how to ask for advice effectively. He shares the following short, simple, and effective template.

Step #3: Apply the Advice and Follow Up

Successful business people have no shortage of people wanting help from them.

Many are generous people who take the time to help as many people as possible. But they quickly stop if it's clear they aren't being respected. This is how people are in general, not just where business is concerned.

If you ask them for advice initially and they give you some, follow up with them, thank them for the advice, and show them how you've implemented it. Show them that you actually care about and respect their opinion.

Only then should you ask for more advice.

Over time, this is how you build a closer mentor-mentee relationship, and your mentor will get more interested and involved with your success.

Financing for Young Entrepreneurs

Beyond the obvious sources for funding, there are some small business grants that you may be able to get to start your business.

While some of these are geared towards young entrepreneurs, don't limit yourself just to them.

It will depend a lot on where you live so you'll need to do additional research. However, here are some sources for grants along with other funding information:

Conclusion

Being a young entrepreneur is not easy but it can be incredibly rewarding.

Not only does it give you the chance to grow as a person and explore your passions, but it has the potential to enable you to create a life that you love. No arduous 9-to-5 job, earning money for yourself, growing a team of dedicated employees, serving customers' needs, and becoming a force to be reckoned with in your industry.

Sounds good, doesn't it?

FAQs About Becoming a Young Entrepreneur

At this point, there are probably a few final questions going through your mind.

Let me try to answer them.

There are some big negatives to being young but also some big positives:

1. You have no big financial responsibilities (no dependents or debt)

2. You have a lot of freedom to try new things

3. It's easy to fall back on school if you change your mind

4. You have minimal living expenses, so immediate profit isn't necessary

What are the benefits of starting a business when you are young?
As we've looked at in this guide, there are many business ideas that require very little capital to start up.

If you do come across big expenses, developing an app, for example, it may be worth learning the skills and doing the work yourself to save money.
Do I need a lot of money to start a business as a young person?
A business plan can be anything from a paragraph to a thousand-page report. There's no right or wrong way to make one.

It just needs to outline what your business will do, how it will profit, and how it will be marketed, at the very minimum.

Here's a detailed guide to creating a simple business plan.
How do I write a business plan?
It depends on the business you choose to start. In many cases, depending on where you live, you can skip the business license and operate as a sole proprietor.

Refer to this guide to choosing the right business type for more specific information.

Further Reading & Online Resources
As a young adult do I need a business license?
There are a bunch of general business topics that you may not have experience in. I've put together a list of resources that will help point you in the right direction.

Here they are:

Hopefully, all of the above has given you a good understanding of how to start a business, whether you are a teenager or young adult.

Using the resources in this guide, you'll be able to dive in deeper and get to work on your business, making sure all of the necessary steps are in place as you launch your business to the world.

Good luck!

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Got an Idea? Here's How To Become a TOP Entrepreneur Today - Digital.com

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Most resources for entrepreneurs are aimed towards older people. But what about young adults or even teenagers? Entrepreneurship is a great way to learn new skills, develop connections, and hopefully make money. For those who don't find the traditional go-to-school-and-find-a-job route appealing, entrepreneurship is a great alternative path.

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32 Best Consumer behaviour images in 2021

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May 4, 2021 - Explore kissonerghis's board "Consumer behaviour" on Pinterest.

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Pintrest mood board for consumer behaviour

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Pintrest mood board for consumer behaviour

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32 Best Consumer behaviour images in 2021

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May 4, 2021 - Explore kissonerghis's board "Consumer behaviour" on Pinterest.

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results from survey for consumer behaviour (gen x segmentation)

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results from survey for consumer behaviour (gen x segmentation)

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These resuts were only based on a small select group of women aged 35-50 so that I had an acurate accumlation to write upon.

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View and analyze results from the Consumer Behavior Survey SurveyMonkey survey. See actual response data, text summaries and word clouds.

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My Bib

Cherry, K. (2020). The Five Levels of Maslow's Hierarchy of Needs. [online] VeryWellMind. Available at: https://www.verywellmind.com/what-is-maslows-hierarchy-of-needs-4136760.

Color Psychology Meaning. (n.d.). Green Color Meaning - Personality & Psychology. [online] Available at: https://colorpsychologymeaning.com/color-green/#:~:text=The%20Meaning%20of%20Green%20Color%20The%20color%20green [Accessed 6 May 2021].

gupta, S. (n.d.). customer metrics and their impact on financial performance.

Maslow, A.H. (1943). Theory of Human Motivation. Wilder Publications, pp.370-396.

patricyia (2021). pintrest. [online] Pinimg.com. Available at: https://i.pinimg.com/originals/f1/e1/e4/f1e1e4911beba66b0a916466a1294213.jpg [Accessed 6 May 2021].

Segura, A. (2017). Maslow, evolution and Luxury Fashion. [online] The Fashion Retailer. Available at: https://fashionretail.blog/2017/05/22/the-pyramid-of-fashion-social-approach/.

SurveyMonkey (2021). Survey Results. [online] www.surveymonkey.com. Available at: https://www.surveymonkey.com/results/SM-WBFQD7GL9/ [Accessed 6 May 2021].

The White Company US. (2019). The White Company US. [online] Available at: https://www.thewhitecompany.com/uk/.

www.yahoo.com. (n.d.). 5 Mood Boosting Plants Are Scientifically Proven to Make You Feel Better. [online] Available at: https://www.yahoo.com/lifestyle/5-mood-boosting-plants-scientifically-130300140.html [Accessed 6 May 2021].

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'My first project' in Harvard style, on MyBib

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arrow_back Home My Bib Cherry, K. (2020). The Five Levels of Maslow's Hierarchy of Needs. [online] VeryWellMind. Available at: https://www.verywellmind.com/what-is-maslows-hierarchy-of-needs-4136760. Color Psychology Meaning. (n.d.). Green Color Meaning - Personality & Psychology. [online] Available at: https://colorpsychologymeaning.com/color-green/#:~:text=The%20Meaning%20of%20Green%20Color%20The%20color%20green [Accessed 6 May 2021]. gupta, S. (n.d.). customer metrics and their impact on financial performance.

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Image: The White Company, Facebook

The White Company has reported an increase in profit and turnover in the 52 weeks to August 1 2020, despite the last five months of the year being impacted by the beginning of the Covid-19 pandemic.

The British apparel and homeware retailer's operating profit in the year increased 4 percent to 14.1 million pounds, while turnover also increased 4 percent to 226.3 million pounds.

But the performance dynamics of the company were very different between the first seven months and final five months of the year. Prior to the pandemic, the retailer said it saw "similar levels of growth" across its store and digital channels.

But between March and mid-June it was forced to close its stores during the first national lockdown. The company said it saw strong consumer demand through its digital channel, allowing it to mitigate "a large portion" of the lost trade from the stores. It meant that overall sales in the final five months of the financial year saw only a slight decline.

'Cautiously optimistic' as stores reopen

The retailer also managed to open two new stores and two new concessions in the UK during the year, bringing its total store portfolio in the UK to 61, including 11 concessions.

The White Company also continued to trade from two stores in Ireland and one store in the US, after having closed its other US store during the year.

Since August, the company said trading has been "positive", supported by "a greater consumer appetite for home and gifting products". It said it remains "cautiously optimistic" for the future but is "conscious of the uncertainties within the retail sector as we transition out of lockdown".

CEO Mary Homer said the year had been "extremely challenging" but was upbeat overall with the company's results "from a turnover and profit perspective".

"Our strategy to make further strides with our international growth, digital transformation and IT infrastructure remains the same, and this is instrumental in ensuring we achieve future growth," Homer said in a release.

"Overall, as a business, we are in a strong position - trade during this current year has been positive, and we are cautiously optimistic, albeit we know there are many challenges ahead for the economy, and therefore the retail sector."

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The White Company sees profits increase despite 'extremely challenging' year

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Image: The White Company, Facebook The White Company has reported an increase in profit and turnover in the 52 weeks to August 1 2020, despite the last five months of the year being impacted by the beginning of the Covid-19 pandemic.

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The White Company is rated "Great" with 4.1 / 5 on Trustpilot

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Do you agree with The White Company's 4-star rating? Check out what 9,836 people have written so far, and share your own experience.

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Psychologist Abraham Maslow's theory of self-actualization contends that individuals are motivated to fulfill their potential in life. Self-actualization is typically discussed in conjunction with Maslow's hierarchy of needs, which posits that self-actualization sits at the top of a hierarchy above four "lower" needs.

Origins of the Theory

During the mid-20th century, the theories of psychoanalysis and behaviorism were prominent in the field of psychology. Though largely very different, these two perspectives shared a general assumption that people are driven by forces beyond their control. In response to this assumption, a new perspective, called humanistic psychology, arose. The humanists wanted to offer a more optimistic, agentive perspective on human striving.

The theory of self-actualization emerged out of this humanistic perspective. Humanistic psychologists claimed that people are driven by higher needs, particularly the need to actualize the self. In contrast to the psychoanalysts and behaviorists who focused on psychological problems, Maslow developed his theory by studying psychologically healthy individuals.

The Hierarchy of Needs

Maslow contextualized his theory of self-actualization within a hierarchy of needs. The hierarchy represents five needs arranged from lowest to highest, as follows:

1. Physiological needs: These include needs that keep us alive, such as food, water, shelter, warmth, and sleep.

2. Safety needs: The need to feel secure, stable, and unafraid.

3. Love and belongingness needs: The need to belong socially by developing relationships with friends and family.

4. Esteem needs: The need to feel both (a) self-esteem based on one's achievements and abilities and (b) recognition and respect from others.

5. Self-actualization needs: The need to pursue and fulfill one's unique potentials.

When Maslow originally explained the hierarchy in 1943, he stated that higher needs generally won't be pursued until lower needs are met. However, he added, a need does not have to be completely satisfied for someone to move onto the next need in the hierarchy. Instead, the needs must be partially satisfied, meaning that an individual can pursue all five needs, at least to some extent, at the same time.

Maslow included caveats in order to explain why certain individuals might pursue higher needs before lower ones. For example, some people who are especially driven by the desire to express themselves creatively may pursue self-actualization even if their lower needs are unmet. Similarly, individuals who are particularly dedicated to pursuing higher ideals may achieve self-actualization despite adversity that prevents them from meeting their lower needs.

Defining Self-Actualization

To Maslow, self-actualization is the ability to become the best version of oneself. Maslow stated, "This tendency might be phrased as the desire to become more and more what one is, to become everything that one is capable of becoming."

Of course, we all hold different values, desires, and capacities. As a result, self-actualization will manifest itself differently in different people. One person may self-actualize through artistic expression, while another will do so by becoming a parent, and yet another by inventing new technologies.

Maslow believed that, because of the difficulty of fulfilling the four lower needs, very few people would successfully become self-actualized, or would only do so in a limited capacity. He proposed that the people who can successfully self actualize share certain characteristics. He called these people self-actualizers. According to Maslow, self-actualizers share the ability to achieve peak experiences, or moments of joy and transcendence. While anyone can have a peak experience, self-actualizers have them more frequently. In addition, Maslow suggested that self-actualizers tend to be highly creative, autonomous, objective, concerned about humanity, and accepting of themselves and others.

Maslow contended that some people are simply not motivated to self-actualize. He made this point by differentiating between deficiency needs, or D-needs, which encompass the four lower needs in his hierarchy, and being needs, or B-needs. Maslow said that D-needs come from external sources, while B-needs come from within the individual. According to Maslow, self-actualizers are more motivated to pursue B-needs than non-self-actualizers.

Criticism and Further Study

The theory of self-actualization has been criticized for its lack of empirical support and for its suggestion that lower needs must be met before self-actualization is possible.

In 1976, Wahba and Bridwell investigated these issues by reviewing a number of studies exploring different parts of the theory. They found only inconsistent support for the theory, and limited support for the proposed progression through Maslow's hierarchy. However, the idea that some people are more motivated by B-needs than D-needs was supported by their research, lending increased evidence to the idea that some people may be more naturally motivated towards self-actualization than others.

A 2011 study by Tay and Diener explored the satisfaction of needs that roughly matched those in Maslow's hierarchy in 123 countries. They found that the needs were largely universal, but that the fulfillment of one need was not dependent on the fulfillment of another. For example, an individual can benefit from self-actualization even if they have not met their need to belong. However, the study also showed that when most citizens in a society have their basic needs met, more people in that society focus on pursuing a fulfilling and meaningful life. Taken together, the results of this study suggest that self-actualization can be attained before all of the four other needs are met, but that having one's most basic needs met makes self-actualization much more likely.

The evidence for Maslow's theory is not conclusive. Future research involving self-actualizers is needed in order to learn more. Yet given its importance to the history of psychology, the theory of self-actualization will maintain its place in the pantheon of classic psychological theories.

Compton, William C. "Self-Actualization Myths: What Did Maslow Really Say?" Journal of Humanistic Psychology, 2018, pp.1-18, http://journals.sagepub.com/doi/10.1177/0022167818761929

Maslow, Abraham H. "A Theory of Human Motivation." Psychological Review, vol. 50, no. 4, 1943, pp. 370-396, http://psychclassics.yorku.ca/Maslow/motivation.htm

McAdams, Dan. The Person: An Introduction to the Science of Personality Psychology. 5th ed., Wiley, 2008.

McLeod, Saul. "Maslow's Hierarchy of Needs." Simply Psychology, 21 May 2018. https://www.simplypsychology.org/maslow.html

Tay, Louis, and Ed Diener. "Needs and Subjective Well-Being Around the World." Journal of Personality and Social Psychology, vol. 101, no. 2, 2011, 354-365, http://academic.udayton.edu/jackbauer/Readings%20595/Tay%20Diener%2011%20needs%20WB%20world%20copy.pdf

Wahba, Mahmoud A., and Lawrence G. Bridwell. "Maslow Reconsidered: A Review of Research on the Need Hierarchy Theory." Organizational Behavior and Human Performance, vol. 15, 1976, 212-240, http://larrybridwell.com/Maslo.pdf

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Psychologist Abraham Maslow's theory of self-actualization contends that individuals are motivated to fulfill their potential in life. Self-actualization is typically discussed in conjunction with Maslow's hierarchy of needs, which posits that self-actualization sits at the top of a hierarchy above four "lower" needs.

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Amazon.co.uk : the white company products

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Founded by Chrissie Rucker in 1993, The White Company has evolved from humble beginnings as a mailorder concept to become one of the UK's leading lifestyle brands, encompassing bed and bath, furniture, home accessories, lighting, fragrance, fashion, children's clothing and home wares. Today, there are 42 stores within the UK, thriving outlets and a highly successful website alongside the original mail order channel. The company philosophy is and always has been to provide only the finest quality at outstanding value for money. They only work with the best factories in the world and almost everything they sell is made exclusively for them.

Purchase Conditions

Reward based on order value excluding VAT and delivery charges. No rewards will be given if you use a gift card at the checkout, on purchases of The White Company gift cards, gift vouchers or gift wrapping and in conjunction with any other offer or discounts (such as staff or student discounts), voucher or discount code unless listed on our site. Please also see the retailer's standard terms and conditions for purchase as listed on their site.

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Rewards are not calculated on postage / handling / delivery costs or associated purchase taxes in your region (This may include but not be limited to VAT, GST etc).

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Founded by Chrissie Rucker in 1993, The White Company has evolved from humble beginnings as a mailorder concept to become one of the UK's leading lifestyle brands, encompassing bed and bath, furniture, home accessories, lighting, fragrance, fashion, children's clothing and home wares.

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The generation that is quickly occupying the majority of business leadership roles is one that's grown up playing video games, spends the most time shopping online, and uses social media more habitually than any other generation.

If you were thinking it's millennials, that's probably because they've dominated the media's focus for the past decade. But it's actually Generation X, which covers those born between 1965 and 1981 by our definition.

As Pew Research unflatteringly referred to them in a 2014 report, Gen X is "America's neglected 'middle child,'" and we don't hear much about the group. It seems that all eyes are on the slowly retiring baby boomers or the ascending millennials, now the world's majority generation. But our recent study revealed that Gen X is playing a critical - and underappreciated - role in leadership as organizations grapple with digital transformation.

In our Global Leadership Forecast 2018 - published by DDI, The Conference Board and EY with support from CNBC - we took a look at more than 25,000 leaders spanning 54 countries and 26 major industry sectors. We found that Gen X now accounts for 51 percent of leadership roles globally. With an average of 20 years of workplace experience, they are primed to quickly assume nearly all top executive roles.

Our research revealed that, although they aren't typically considered digital natives to the extent that millennials are, Gen X leaders are just as likely to be comfortable leveraging technology in the workplace: Some 54 percent of Gen X and 56 percent of millennials reported that they are digitally savvy.

That finding is backed up by research by Nielsen, which revealed that Gen X is the most connected generation. Nielsen found that Gen Xers use social media 40 minutes more each week than millennials. They were also more likely than millennials to stay on their phones at the dinner table and spend more time on every type of device - phone, computer, or tablet. And, as it turns out, Gen X is bringing this connectivity to work.

While Gen X may be equally capable at digital tasks as millennials, they also show a mastery of conventional leadership skills more on par with leaders of the baby boomer generation. That includes identifying and developing new talent at their organizations and driving the execution of business strategies to bring new ideas to reality.

Sixty-seven percent of Gen X leaders are also effective in "hyper-collaboration," and are working relentlessly to break down organizational silos. Gen X leaders' strength for working with and through others is enabling them to shape the future of work and generate faster innovation by getting people working together to solve customers' and their organization's issues.

Despite their growing influence and responsibilities at work, Gen Xers are most overlooked for promotion and have been the slowest to advance. We found Gen X leaders on average had only 1.2 promotions in the past 5 years, significantly lower than their younger millennial counterparts (1.6 promotions) and more senior baby boomers (1.4 promotions) during the same period of time.

While Gen X leaders are often under-recognized for the critical role they play in leadership, they are typically expected to take on heavy workloads. On average, Gen X leaders have 7 direct reports, compared to only 5 direct reports for millennials. While their advancement rate is slower and their teams larger, Gen X remain loyal employees. Only 37 percent contemplate leaving to advance their careers - five percentage points lower than millennials.

Demonstrating loyalty, a willingness to take on a heavy workload, and a powerful combination of digital and traditional leadership skills, Gen X is producing highly capable leaders that are in danger of being overlooked. Organizations that want to retain and develop their Gen X leaders should:

- Provide leaders with more external guidance. While Gen X leaders are loyal, they are craving insight and knowledge from mentors outside of their organization. In fact, 67 percent of leaders said that they would like more external coaching, and 57 percent wanted external development. Employers should invest in helping Gen X leaders participate in outside professional organizations, industry conferences and other groups to foster relationships with external peers and mentors who can provide coaching.

- Encourage leaders to challenge the status quo. Many organizations may look to millennials to lead innovative projects, particularly those that are tech-based. But Gen X leaders are likely to thrive when given the opportunity to experiment with new approaches and challenge existing methods. Ideally, a cross-generational team - perhaps led by a Gen Xer - may deliver the most innovative solutions.

- Leverage technology to support traditional development. Like those in other generations, Gen X leaders said they still want traditional learning methods, such as formal workshops, training courses and seminars. However, they also enjoy the personalization and convenience offered by technology-based tools. Blending traditional learning methods with tech-enabled tools to enhance and solidify learning will help them make the most of their development opportunities.

The oldest Gen X workers will likely still be in the workforce for at least 10 years, and the younger members of the generation may still be working for more than 30, meaning that Gen X will be forming the backbone of organizations' leadership for quite some time. Those that overlook Gen X in favor of focusing only on the youngest generations entering the workforce will miss out on a deep and valuable source of leadership potential.

Now is the time to focus on strengthening the skills of Gen X and further developing their broad range of skills.

Richard Wellins is a senior research associate at global leadership company DDI. Stephanie Neal is a research scientist in DDI's Center for Analytics and Behavioral Research.

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Generation X - not millennials - is changing the nature of work

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The generation that is quickly occupying the majority of business leadership roles is one that's grown up playing video games, spends the most time shopping online, and uses social media more habitually than any other generation. If you were thinking it's millennials, that's probably because they've dominated the media's focus for the past decade.

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Are retailers going expansion crazy despite Brexit?

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Brits are already feeling the impact of Brexit - and it hasn't even happened yet. Since the referendum almost three years ago, the value of the sterling has declined to its lowest since 1987, dwindling consumer spending and confidence has had a knock-on effect on footfall and sales figures across the retail industry.

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When designers add greenery to a home-design team Thom Filicia and Carson Kressley of Bravo's "Get a Room with Carson and Thom" often use plants to give rooms life-they are looking to create a more "zen" feel in the interior of the room. Another useful tool is one of the MONQ essential oil blends, such as Forest, to help feel the relaxing terpenes found in plants.

These plants, however, do more than make a room feel calmer and more relaxed. They can also boost mood, make you feel more creative and productive, and ease symptoms of anxiety. For instance, a 2014 study from researchers at Texas A&M University looked at the outcomes of several different studies and found that plants and flowers can boost productivity, making them an important addition to office spaces as well.

After adding plants to an office, Roger Ulrich, director of the Center for Health Systems and Design at Texas A&M said, "People's productivity, in the form of innovation and creative problem solving, improved, which in certain circumstances could mean the difference between mild and great business success."

According to a story from Psychology Today, plants offer a wide range of health benefits, enough so that even people who may not have green thumbs should consider adding a plant or two to their space just to take advantage of nature's benefits.

Health Benefits of Living or Working with Plants

Several different studies have found that plants-sent to patients in the hospital, as bouquets to those you love, and in wreaths to comfort the bereaved-help improve mood by lowering anxiety, a dramatic health hazard. Plants also boost health and wellness in the following ways:

Those surrounded by plants may have lower blood pressure.

Plants in an office setting lead to increased attentiveness.

Workplace plants boost focus.

Office workers who have plants in their space are more productive.

Plants lead to greater job satisfaction.

Living things such as plants lead to an improved sense of well-being for workers.

Who knew a potted plant could have that much power?

Why Do Plants Improve Health?

There are many reasons why plants are beneficial, including cleaning the air of toxins. Plants naturally trap toxins such as carbon dioxide, then break them down and release them back into the air as harmless particles.Plants are especially good at taking care of the carbon dioxide humans release when they breathe. As part of photosynthesis, plants absorb that carbon dioxide and release oxygen, instantly cleaning up the air.

Cleaner air is good for everyone, but air purified by houseplants helps improve health significantly, reducing the risk of strokes, heart disease, and lung cancer. Plants can also help reduce symptoms in those who are already suffering from illness.

Plants with Power Moves

Most plants stop photosynthesis at night after the sun goes down, but some special house plants, including orchids and succulents, take in carbon dioxide and release oxygen all night long, making them great options for houseplants to keep in the bedroom. Oxygen is not the only health benefit a house plant provides, however.

Indoors, house plants elevate humidity levels, so the skin doesn't tend to dry out, even in winter. According to a study from the Agricultural University of Norway, plants in indoor spaces reduced levels of dry skin, colds, dry, hacking coughs, and sore throats. Houseplants also help prevent the transmission of the flu virus.

There are 30,000 terpenes found in nature and each offer health benefits (controlling stress, reducing inflammation, alleviating pain, etc.) that house plants-which bring elements of nature indoors-should be a natural way to take advantage of the health benefits that nature has to offer.

For example, lavender contains the stress-busting compound linalool, indoor evergreens contain pinene, which boosts alertness, the immune-booster limonene is found in citrus, and rosemary offers the pine-scented terpene cineole, which helps strengthen the immune system.

Best Indoor Plants to Spark Happiness

Lavender, which contains the terpene linalool, instantly brings with it a sense of calm. Therefore, it is a great plant to grow indoors, allowing the natural aroma-not an air freshener-to infuse your space. Lavender proliferates as a perennial outdoors, spreading fast enough to provide subtle color and a bold aroma to a flower or herb garden. As a potted plant indoors, it can do the same.

Other indoor plants with potent aromatherapy powers include:

Miniature Citrus Trees - Not only do these citrus trees produce fruit but the citrus scent helps freshen the space and promote feelings of vibrancy and energy.

Small Conifers - Forest terpenes can be part of your indoor decor with the right evergreen.

Herbs - A small herb garden can fill your kitchen with aromatherapy benefits while helping inspire more flavorful, fresh meals.

Growing Plants Can Also Improve Mood

Most gardeners are happy people, in part because they get up close and personal with the distinctive scent of a tomato vine, fresh and bright, an aroma that overshadows just about every other piece of produce. It's also therapeutic, experts say.

One interesting trend is horticulture therapy, established in 1973 as a way to explore how growing plants can have genuine therapeutic benefits for those getting their hands dirty. "Gardening is one of the oldest healing arts; yet as a science, it is very new among the therapeutic professions. This new science is called 'horticultural therapy,'" said Dr. Diane Relf.

The roots of horticulture therapy extend much further, however. Dr. Benjamin Rush-one of the founding fathers who signed the Declaration of Independence and was known as the Father of American Psychiatry, was the first expert to recognize and document the power of gardening on those with mental illness. This goes to show that the power of plants goes way back, and it's possible to continue to experience similar health benefits in the modern as well.

Conclusion

If you don't have a green thumb, start with succulents. They require little care, and they can be grown in pieces of pottery you picked up at an art show to further enhance the space. As you grow more secure with your skills, add plants at will. You don't need to turn your space as green as "The Little Shop of Horrors," but a few plants in each room will reduce anxiety, boost productivity and improve your satisfaction levels. What's not to love?

Photo credits: MayaKruchankova/shutterstock.com, Followtheflow/shutterstock.com, NookChantharat/shutterstock.com, ABOPHOTOGRAPHY/shutterstock.com

By Brenda Neugent

Brenda began her journey with essential oils 20 years ago when making homemade soaps and has been researching and writing about them ever since. She feels that there's still a lot to learn in the world of aromatherapy and wants to take readers along for the journey.

Favorite MONQ blend: Private: Healthy

The above information relates to studies of specific individual essential oil ingredients, some of which are used in the essential oil blends for various MONQ diffusers. Please note, however, that while individual ingredients may have been shown to exhibit certain independent effects when used alone, the specific blends of ingredients contained in MONQ diffusers have not been tested. No specific claims are being made that use of any MONQ diffusers will lead to any of the effects discussed above. Additionally, please note that MONQ diffusers have not been reviewed or approved by the U.S. Food and Drug Administration. MONQ diffusers are not intended to be used in the diagnosis, cure, mitigation, prevention, or treatment of any disease or medical condition. If you have a health condition or concern, please consult a physician or your alternative health care provider prior to using MONQ diffusers. MONQ blends should not be inhaled into the lungs.

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How Adding Plants to Your Life Can Impact Your Mood

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When designers add greenery to a home-design team Thom Filicia and Carson Kressley of Bravo's "Get a Room with Carson and Thom" often use plants to give rooms life-they are looking to create a more "zen" feel in the interior of the room.

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the: how marketing changed the clothing business forever

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End of Fashion, The: How Marketing Changed the Clothing Business Forever

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Buy End of Fashion, The: How Marketing Changed the Clothing Business Forever New by Agins, Teri (ISBN: ) from Amazon's Book Store. Everyday low prices and free delivery on eligible orders.

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the why of the buy: consumer behavior and fashion marketing

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The Why of the Buy: Consumer Behavior and Fashion Marketing

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Buy The Why of the Buy: Consumer Behavior and Fashion Marketing 1 by Patricia M. Rath, Stefani Bay, Richard Petrizzi, Penny Gill (ISBN: 9781563674563) from Amazon's Book Store. Everyday low prices and free delivery on eligible orders.

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https://book.specialdeals.club/?book=1609018982
How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry.The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions-and ultimately impacts the success of global fashion enterprises. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students.New to this Edition ~ New Chapter 11, Social Media and the Fashion Consumer, explores how the relationship between marketers, retailers, and consumers is aided by social media and the internet~ Added discussion of Omnichannel retailing in Chapter 13~ Expanded and updated coverage of technology, ethics, and social responsibility ~ What Do I Need to Know About ?? list the objectives of each chapter and provide a roadmap for study~ More than 20% new photos all in full colorChapter Features~ Let's Talk features throughout each chapter encourage students to relate the topic to their experiences and observations~ Case in Point and Point of View box features in each chapter offer real life case studies or current viewpoints on relevant consumer behavior and marketing topics~ Chapter mini-projects offer an opportunity to apply chapter concepts to realistic fashion settings~ Summaries, Key Terms, Questions for Review and Activities

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Full version The Why of the Buy: Consumer Behavior and Fashion Marketing Complete

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https://book.specialdeals.club/?book=1609018982How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry.The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions-and ultimately impacts the success of global fashion enterprises.