Mind the X-Factor: The Generation We’re Not Talking To [Effective Communication #3]

There is a lot of talk about tailoring messages for Gen Z and Millennials – adapting tones and platforms to suit each group’s traits and preferences. And that makes sense. These groups are shaping trends, dominating social media, and influencing cultural narratives in general.

But in the rush to speak to younger audiences, we’ve left someone out of the conversation.

Gen X, those born between 1965 and 1980, are often treated as the quiet middle child of our target demographics. Not trendy enough to chase, not old enough to respect like Boomers. Just… overlooked.

It’s not just about where we place our messages, but who we’re choosing to write for in the first place.

 

 

Audience-First Doesn’t Mean Audience-Selective

Effective communication starts with putting the audience first – understanding who we’re speaking to and tailoring the message accordingly. Overlooking Gen X means missing a chance to connect with a key audience.

We don’t have to dig deep to find evidence of this blind spot. Many reports consistently show how Gen X is overlooked. According to a 2024 Campaign Asia article and Wavemaker report, Gen X makes up nearly a third of the global population, but receives just 4% of brand campaign spending.

And yet, this is a group that engages with both traditional and digital media. They’ve grown up constantly adapting to new ways of consuming information, and they tend to stay loyal to brands they trust. Despite their size, adaptability, and loyalty, Gen X is still rarely positioned as a primary audience in comms strategies, a gap that reflects more than just an oversight from a messaging standpoint.

If we want to communicate effectively, no audience, including Gen X, should be left behind.

 

 

Why PR Should Care, and What Silence Really Signals

From a PR standpoint, this gap is more than a missed audience. It’s a missed opportunity to build lasting brand relationships with people who value consistency, clarity, and credibility.

Gen X is often seen as preferring straight talk over fluff, and valuing practical experience over hype. These tendencies may not apply to everyone, but they show up often enough to influence how we craft our messaging – especially if we want to earn their attention and trust.

When we choose spokespeople that skew too young, or develop storylines only through the lens of digital-native trends, we risk unintentionally excluding Gen X. Not by design, but out of habit. Our campaigns get younger, flashier, faster. And they lose relevance for an audience that prefers substance over style.

This isn’t about pandering to any particular demographic. Rather, it’s about recognising when we consistently overlook an audience, and that silence still sends a message. For Gen X, that silence can sound like: “You’re not who we’re speaking to”.

 

 

Rethinking How We Engage Gen X In PR

So how do we fix this? Not by treating Gen X as a separate audience altogether, but by integrating them more thoughtfully into how we approach audience planning in PR.

Here are a few ways to start:

1. Revisit your messengers

Do your experts, executives, or ambassadors reflect the values and life stages Gen X relates to? While a young creator might be perfect for a Gen Z campaign, Gen X may respond better to peer experts. It’s not just about who delivers the message. It’s about whether the audience sees themselves in the messenger.

2. Rethink how we match audiences to channels

Earned media such as interviews, longform stories, podcasts remain an important part of most PR strategies. But we don’t always develop these with Gen X in mind. When we use these channels, are we including messages that resonate with Gen X? Or are we unintentionally designing them around younger audiences by default?

3. Speak to their values

PR is storytelling, and effective storytelling meets people where they are. For Gen X, stories rooted in function, reliability, and long-term trust tend to resonate more than campaigns chasing fresh trends. A testimonial from a loyal customer may speak louder than a viral stunt. A straightforward product demo might be more effective than a clever gimmick.

We don’t need to over-engineer the message.

 

 

Inclusive Communication Is Effective Communication

We often say PR is about “meeting people where they are.” But are we really doing that? Or are we just speaking to the loudest rooms?

Gen X doesn’t demand attention. But they do reward it. With trust. With loyalty. With influence.

So, the next time we’re planning messaging, target media, or spokespeople, let’s pause and ask ourselves: Who are we not talking to, and what’s that silence costing us?

After all, effective communication isn’t just about saying the right thing. It’s about making sure no one is left out of the message.

So, what’s the best storytelling-driven PR campaign you’ve seen recently that spoke to an audience others might have missed? We’d love to hear your thoughts in the comments below!

#AudienceFirst #EffectiveCommunication #GenX