Hi From Gen X 🙋🏻‍♀️

Dear Marketers, Know your audience before trying to market to them. love, Gen X

Hello, Gorgeous!

Today I shall gently gripe about the fact that a vast majority of marketers have no idea of who they’re actually marketing to. Said rant was inspired by an invitation from a well-respected beauty marketing company to a global webinar supported by data from two top data agencies.

The topic is thrilling and highlights the fact that consumers over the age of 45 will generate nearly half of beauty sales in the next decade. All good so far, right?

But wait, there’s more!

Targeting Generation X is cool again!

Among the topics to be discussed on the webinar are the unmet needs and emerging trends in the global beauty industry. Included in that list are gaps in the market and what Gen X consumers are truly looking for but struggling to find. Sounds good, right? But here’s the thing, the marketing materials attached to the event have zero to do with women in their 40s.