Gen X: the missing piece in marketing strategies

I’ve spent over 30 years helping brands – including many in the pet industry – connect with their target audiences.

Yet as I researched the best pet products for Ludwig, the Tibetan terrier puppy my wife and I acquired recently, I realized that pet brands are fixated on millennials and Gen Z while largely ignoring my generation: Gen X. And that’s a missed opportunity.

An overlooked cohort of pet parents

After all, our kids are grown, we’re more financially secure than we were 20 years ago and we’re ready to invest in premium, top-tier and designer products – including for our pets. So why aren’t more pet brands speaking to us?

Gen X consumers are at a completely different stage of life than younger pet owners.

We tend to own homes, have established careers and, for the first time in years, we’re no longer raising young kids. With this newfound stability comes significant disposable income.

In fact, according to the most recent data from the World Economic Forum (2021), households led by Gen X have the highest average disposable income in the US, while younger generations lag behind.

And we are more than willing to spend our disposable income on our pets.

Research by Bloomberg International projects the global pet industry to grow from $320 billion (€294B) in 2023 to $500 billion (€459B) by 2030, fueled by premiumization, increased focus on pet wellness and longer pet lifespans.

With our financial stability and deep experience as pet owners, Gen X-ers are prime contributors to this boom.

Meanwhile, a Daymon Worldwide study (2018) found that Gen X is more brand-loyal than millennials.

35% of us tend to buy the same brand, compared to just 29% of millennials. Rather than chasing trends, we seek reliability, quality and consistency. But despite our strong purchasing power and loyalty, we’re often left out of pet brand marketing. Why?

Getting to know Gen X audiences

If pet brands are not engaging Gen X, they are missing out on one of the most valuable consumer segments in the pet industry for a number of reasons.

Firstly, although we didn’t grow up with smartphones in our hands, we are tech-savvy and highly engaged online. 80% of Gen X-ers use social media – with 70% accessing it via a smartphone – and our fastest- growing platform is TikTok.

Despite this, most digital campaigns still prioritize younger demographics.

Secondly, Gen X consumers value quality and transparency. We do our research. We want to know where ingredients come from, how products are made and whether they deliver real results.

We’re won over by substance rather than marketing fluff. And once we find a brand we trust, we’re loyal. Earning our trust means gaining a long-term customer.

Thirdly, with our kids out of the house or at least nearing adulthood, we’re shifting our focus – and that includes prioritizing our pets. We’re willing to spend more on their health and wellbeing because we know firsthand how important high-quality care and nutrition are.

4 ways to engage Gen X pet owners

1.Rethink your digital strategy

Digital marketing isn’t just for younger generations. Gen X and boomers are avid online shoppers and social media users, yet global research has revealed only 13% of us feel represented in advertising.

And despite holding 25% of global spending power, only 4% of people featured in ads are over 60.Pet brands that acknowledge and include us in their campaigns will stand out. Facebook and Instagram remain our go-to platforms, so these should be prioritized.

But remember to also leverage TikTok’s growing Gen X audience; it’s not just for Gen Z anymore. Moreover, because Gen X-ers engage with brands that offer useful, informative and entertaining content, target them through relatable and transparent storytelling.

Share real stories about your brand’s mission, the people behind your products and testimonials from loyal customers.

2.Emphasize quality and value

Gen X-ers aren’t looking for gimmicks; they want proof that a product works. Therefore, highlight premium features and proven benefits.

They are also willing to pay for quality, but appreciate value, so offer incentives without cheapening your brand – such as loyalty programs, subscription discounts or well-crafted bundles.

3.Align with the Gen X lifestyle

Many Gen X-ers are now prioritizing travel, hobbies and experiences they didn’t have time for while raising kids.

Offer pet products that fit those interests, such as pet gear and services that cater to an active, flexible lifestyle. Additionally, make shopping effortless, with easy online ordering, seamless subscription services and hassle-free, reliable customer support.

4.Make yourself visible

To build authentic relationships with Gen X consumers, position your pet brand where they will notice you.

This can include sponsoring local events such as adoption drives, pet-friendly community gatherings or breed-specific meetups. And of course it includes visibility on social media.

It’s time for pet brands to start talking to us

There is a massive opportunity for pet brands willing to recognize the spending power, values and digital behaviors of Gen X. We’re not just another demographic, we’re long-term, high-value customers. Earn our trust and we’ll reward you with loyalty. The question is: will your brand seize the opportunity?

Why Gen X matters for pet brands

• More disposable income = willingness to pay for premium products
• Higher brand loyalty = long-term customers
• Tech-savvy and comfortable with e-commerce
• Actively engaged on social media, yet underrepresented in digital ads

How to capture Gen X-ers’ attention

• Offer clear product benefits, not hype
• Engage via Facebook, Instagram and TikTok
• Use real customer testimonials and transparent storytelling
• Provide a seamless online shopping experience, such as subscription options