As chosen by our voters from our first #PollforPost on Twitter, this month we look into some of the employee insights surrounding Generation X – the lesser known demographic sandwiched between Baby Boomers and Millennials. Psst, if you’re new to #PollforPost and want to know how your vote can determine what we write about please click here.

Who are Generation X?

They are the cohort that are arguably born between 1965 and 1980. Smaller in size than their post war predecessor, Baby Boomers and digital nomad successor, Millennials; many would assume their size would not be of notable interest. Wrong. Roughly 27.9% of people within the UK fall into this overlooked demographic and they have a big part to play in the workplace (The Office for National Statistics).

Why should I care?

As highlighted in a previous post, Generation X has the highest average income of any generation. They’re taking up key decision-making roles and snapping at the c-suite heels of Baby Boomers as more of them enter retirement age. Often referred to as ‘the MTV generation’, they have weathered two major recessions and are the first demographic to ‘go digital’.

Understanding this group is not only imperative for tailoring your messaging and HR comms strategy, but enables you to grasp what motivates them in terms of compensation, Reward and pension packages.

How do I motivate them?

Although it would be foolish to make a sweeping statement about what motivates almost 30% of the UK’s population, there are socio-cultural and economic events that have impacted this generation’s outlook. One of the most important factors is financial security as levels of debt have peaked with people in their mid 30s to mid 40s, with nearly 65% of all debt currently held by households aged 35-54 (Debt and the generations – Step Change). That’s a significant cut of the Generation X cohort!

Taking into account that Gen X are largely the first demographic to be left at home alone due to both parents working, they have a naturally independent spirit, resourcefulness and adaptable approach (Who Is Generation X?, Jen X).

How can I apply this to my current employee engagement strategy?

Contextual personalisation is one way to profile your employees and shape your comms strategy – read our blog post here for more information. It’s worth partnering with an organisation that specialises in driving behavioural change and employee engagement through effective communications. It will facilitate a deeper understanding of how you can leverage existing data and you’ll see greater benefits in terms of driving up economic efficiency.

For further advise on how analysing demographics can improve employee communication journeys, please call us on +44(0)1273 480404 or email


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