"Possibly advisors don't prioritize Gen Xers because they carry more credit card debt than any other generation. Or maybe it's because they are struggling to raise their children and put them through college while simultaneously taking care of aging parents. Younger Gen Xers are in mid-career, still paying off their student loans. As they age, many will have adult children returning to the nest."
"According to a recent survey from Sprout Social, only 15% of Gen X use social media to search for new products or services. Instead, , with half of the respondents saying social media does not influence their purchasing decisions at all. Advisors, therefore, should prioritize search engine optimization SEO for Google. It's not enough to optimize just for websites and blogs, but also for YouTube - Gen X's second-most-used search engine - for finding nostalgic videos, learning new skills and researching product and service reviews."
Gen Xers often get overlooked in financial-advisor digital marketing despite distinct life-stage needs and financial pressures. Many Gen X households carry high credit-card debt, juggle childcare, college costs and eldercare, and younger Gen X still face student loans and returning adult children. Gen X households are projected to inherit about $39 trillion by 2045, representing a major wealth-transfer opportunity. Advisors should prioritize Google SEO and optimize for YouTube, since social media rarely drives Gen X purchasing searches. Early AI adoption among 50-to-60-year-olds is limited, with only 25% using AI tools and two-thirds of those using AI to gain new knowledge.
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