Category: Marketing to Generation X

B2B at the Pharmacy: Adding Value by Helping Customers Do More

B2B at the Pharmacy: Adding Value by Helping Customers Do More
Pharmacies are busier than ever. Walgreens, the largest drug retailing chain in the US, is ranked in the top five retailers for visitors and foot traffic. The retail pharmacy is an increasingly popular format that offers ever-expanding service options. Recently, I had occasion to visit my local CVS MinuteClinic for a flu shot, and found... Read more »

Alpha Gen: Entering a Classroom Near You

Alpha Gen: Entering a Classroom Near You
Most brands today are focused on Millennials, both as customers and as employees. While the exact cut-off years may vary a bit, this generation was born between 1977-1995 (yellow line in chart). And increasing numbers also see the importance of Gen Z, born between 1996-2010, as evidenced by the increasing red line in the chart.... Read more »

Hard Soda Brands Built Business by Understanding Millennial Drinkers

Hard Soda Brands Built Business by Understanding Millennial Drinkers
The 2016 IRI Top Ten Pacesetters highlight food and beverage brands that create novel or unexpected experiences. Earning spots #3 and #10 are competitive alcoholic beverages Not Your Father’s Root Beer and Henry’s Hard Soda. These brands started strong and celebrated strong success, although more recently other beverages have stolen market share. While they both have experienced sales... Read more »
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Your Home’s Changing Role as a Workplace and Income Source

Your Home’s Changing Role as a Workplace and Income Source
How 32 Million Americans ‘Working at Home’ is Changing Our Lives and Living Spaces Remote working is a significant trend in the US workplace, and it’s changing not only the way we work but the way we live, as well.  In new construction and renovations alike, making home offices that are more functional and appealing... Read more »

At the Grill and in the Kitchen, Men Are Cooking it Up Cross-Generationally

At the Grill and in the Kitchen, Men Are Cooking it Up Cross-Generationally
Men Stepping Up for Thanksgiving and Other Holidays With Thanksgiving just around the corner, my thoughts are turning more frequently to cooking and meal preparation.  In 2013, I had the pleasure of sharing consumer insights trends with the Butterball team, who had just welcomed the first men as official brand spokespersons. The Butterball brand recognized... Read more »

Dads Redefine Fatherhood

Dads Redefine Fatherhood
But They Can’t Match Mom’s Intensity Dads have redefined their role as parents. This change is driven by Gen X dads, who now make up the majority of dads with kids under 18 at home. As the chart below from Boston College’s The New Dad report shows, these dads define being “involved and present in... Read more »
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Be Your Own Man: What Brands Should Know About First-Time Dads

Be Your Own Man: What Brands Should Know About First-Time Dads
Dads are taking a more active role in the early years of their child’s development, including purchase decisions. As I wrote in “I am Dad, Hear Me Roar,”today’s dads, led by Gen X dads, are taking on more household duties and 40% see themselves as equally sharing parenting responsibilities with Mom. Brands that wish to... Read more »

B2B Marketing and Meeting Target Needs for Customers Across Generations

B2B Marketing and Meeting Target Needs for Customers Across Generations
Mitch Merz of family-owned Merz Farm Equipment, Inc. faces an interesting marketing challenge in his Nebraska farm dealership. Because farming is usually an inter-generational pursuit, he says: “We have to meet the needs of Grandpa, son and grandson— our marketing needs to work for a 70-year-old or a 20-year-old. We’ve also found that farming has... Read more »

I am Dad, Hear Me Roar

I am Dad, Hear Me Roar
Why Brands Are Paying Attention as Dads, Led by Gen X Dads, Take on More Parenting and Household Responsibilities Like Cooking There’s no doubt that moms see themselves in the lead for a wide variety of parenting and household responsibilities.  And for many years, it was taken for granted that Mom was the primary household... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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