Target audience/Generation X research

As the target audience is creative directors research must be conducted into who are the lead creative directors in the UK. This will allow for an overall target audience to be established.

Who are the main creative directors? 

'Women influence 80% of consumer spending. Yet, women make up only 3% of creative directors. ' ("Only 3% Of Creative Directors Are Women. Here's Why.")

As only 3% of creative director are female it should be suggested that the target audience for this product would be that of males. 

When looking at the general age of creative directors it became apparent that the smaller the business the younger the creative directors are for example a business in which employs 5 people the creative director is more likely to be 30, whereas if it is 100 people they are more likely to be aged 45 plus. The general aging for creative directors is thus 40-55. 

As creative directors earn plus of £60,000 a year, it is fair to suggest that they would be of an ABC1 demographic. 

From the results found an in-depth knowledge of the target audience can then be formulated..

This demographic fall under Generation x. 

Generation x. 

Who are they?

Generation X, born sometime between the years of 1965 and 1980. They love the new tech of the century, their families, freedom and independence. Generation X has seen heavy events, civil rights movements, several wars across the Atlantic not to mention the grunge fashion movement. A stereotypical X-er will be family oriented, financially responsible and self-reliant.

Tech? 

Generation X can be the hardest generation to pin down. You’ve got two types of Xers;

Those born earlier in the generation tend to hold some of the values of the Baby Boomers. While those born later in the generation have some Millennial style traits.

It’s surprising how different each end of the generation can be. Across the generation ideals and ability with today’s tech vary quite a bit. Earlier members of the generation may still have trouble with technology such as computers and phones, while the later members have no trouble at all and actually be enthusiastic early adopters. So more tech dependant marketing techniques may appeal more to the younger X-ers and miss the older sect all together. Even with their differences, some types of marketing works universally well across the generation and the need for proper tonality and an authentic message apply throughout.

Marketing? 

They’re not as conservative as their parents, but not as liberal as their kids. By now Gen X-ers are typically between 35 and 50, so you can actually get away with some older-fashioned marketing tactics, as well as incorporating new ones.

What are their main desires? 

Their desire to provide for their families. Whether you’re selling home furnishings, exotic vacations or luxury watches, pitching your products and services as lasting values, once-in-a-lifetime experiences or heirlooms to hand down will resonate with this generation.

Their desire to take care of themselves. If you’ve marketed products or services to health-conscious baby boomers, try expanding your target market to Gen X as well. Healthy foods, supplements, exercise equipment and apparel, weight-loss products, and fitness classes are just some of the things that appeal to this generation as they hit middle age.

Their desire to play it safe. Worried about crime and climate change, stressed about saving for retirement or leaving a worthy inheritance, Gen Xers are no longer the “extreme” generation of the X Games—they want reassurance and security. Emphasize how your products and services can protect their homes/the planet/their families/their hard-earned money, and you’ll win them over.

What can be learnt from this exercise? 

• They have a liquid income 
• Some are advanced with technology/ others are not. As the product would be targeting creative directors it is fair to suggest that they would be good with technology due to their job. 
• They have a desire to provide
• They are very health conscious
• They don't like taking big risks 

The selected target audience for the product is males aged 40-55 of an ABC1 demographic profile.