A snapshot of Generation X

Charles Schwab Corporation has an interest in the 27-42 demographic, commonly known as Generation X. They'd like to sell financial products to the members of this age group, and to that end commissioned some research.

Since this is a core portion of key broadcast targets 18-49 and 25-54, we thought you'd be interested to know that according to Schwab's study, this age group isn't composed of the slackers and spendthrifts as has been the stereotype. Schwab says they're actually hard workers, but the new economy has left them making less than there parents were making at the same age, while at the same time new must-have technology (computers, cell phones, etc.) has presented them with higher monthly expenses.

According to a Reuters report on the Schwab study, the stereotypical cynicism of this group IS for real. They are facing a reality in which their bills match or exceed their income, and would be grateful for someone they can trust to get their current and future financial houses in order.

RBR observation: A great many stations are perfectly capable of delivering a nice-sized chunk of this key demographic. The Schwab study offers some insight that can be of great use to advertisers. The GenX default is mistrust; for any message to get through, particularly when it's about a fairly complex product or service that is the key hurdle that must be cleared. If you can help your clients get over this hump, there's a good chance they'll enjoy a nice ROI in exchange for doing business with your station, they will keep doing business with your station.

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