Those Americans born between between 1965 and 1980 fall into the generational group coined “Generation X” by author Douglas Copeland. There are some 44 million X-ers, many of whom waited to have children, so could well be parents of children you serve, especially school agers. That means Gen X-ers are still a primary target audience of prospects for enrollment.
Markers that link and distinguish this generation include their early-in-life exposure to Watergate, the recession and layoffs, and double digit interest and inflation. Many watched on television as the Challenger exploded, the Exxon Valdez oil spill spread across ocean waters killing innocent wildlife, and reports confirmed the fall of the Berlin Wall. In addition to television, this group grew up using computers and pagers for communication.
According to Robert Wendover, Director of the Center for Generational Studies, “X-ers are by nature skeptical of any organization with who, they do business, due to the challenging times in which they grew up. ”
Because most X-ers grew up with uncertainty, they tend to be less trusting of what they hear in an enrollment interview. They are resourceful and well-educated, so they will do more comparative investigating. An X-er looking at your print or online ad might say, “Are those children really enrolled in that center or are they models? They probably touched up these photos to make the colors pop out, and the special offer looks inviting but I think I’ll check several centers’ websites and read several reviews before deciding which ones we should visit.” Because X-ers will tend to plan and save until they can buy the best quality they can afford, they take the time to investigate, compare, and discuss their findings with others, especially online through websites and social media.