Pushing Culture Forward is in Gen X's DNA

When you get to the core of who the Gen X woman is, you will find an understated enigma who is independent, culturally astute, and equipped with a wry, self-referential humor that she often employs to reflect on herself and the society she's part of. Aging will not change this for her: 70% of the Gen X women that I've surveyed over the past year intend to remain relevant as they age.

Sofia Coppola is the perfect example of what this looks like in reality. Since making her directorial debut with The Virgin Suicides in 1999, Coppola has only made six more films; she takes her time to consider what is worthy. The result of such selectivity is an uncompromised vision. Every single film she helms reflects her distinct world view and sensibilities; you know a film is hers before you even check the credits. Her work is steeped in social observations and contrasts — simultaneously insular and global, extravagant and minimal, critical and celebrational. Coppola was the first American woman in history to be nominated for Best Director at the Academy Awards, and she is the only American woman to win a Best Director Award at Cannes Film Festival. The New York Times dubbed her a “true auteur.” But if you try to look for her on social media, she is nowhere to be found.?

This is the essence marketers need to capture when addressing Gen X women. They are hard to encapsulate and even harder to pin down. They are always pushing culture forward and seeking ways to promote self-evolution. They tend to lead rather than follow and show rather than tell. In my research, I've found that they will not respond to the same communication strategies as applied for Boomers and Millennials. Brands must be proactive and meet them at the crossroads, understanding that they encapsulate the intersection between modern women and cultural relevance. Those who rely on the same plug-and-play brand image making and marketing strategy applied to their predecessors will miss the mark with them, in a big way.??

?You can download this report for free at www.shift2self.com

The following statistics are based on a study conducted by REAL Brand Strategy in 2020 on Gen X women.

78% perceived themselves as a thriver

76% perceived themselves as relevant

75% were fulfilled

While only:

27% felt defeated

24% felt irrelevant.