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DURING THE LAST FEW YEARS, a great deal of attention has been devoted to the millennial generation-and rightfully so. They are our future, and as they
come into their own and develop preferences regarding their finances, we are desperate to gain a better understanding of them and what makes them tick. Countless articles and conference sessions have been devoted to the best ways to market to millennials and how best to communicate with them as we prepare to service their loans.
There has also been a lot of ink over the years devoted to the baby boom generation, now slowly moving into retirement. Their perspective on finances has been totally different than millennials', due largely in part to technology.
But what about the generation sandwiched in between the millennials and the baby boomers? Generation X is like the neglected middle child, never getting the same attention as the firstborn or that newest addition to the family.
For all the constant talk of boomers and millennials, Gen X'ers are somehow being lost in the noise.
But as we are retooling all of our communication platforms and marketing efforts to address the needs and preferences of millennials and baby boomers, it is important to remember the value of the Gen X'ers. We are going to have them with us for a long while yet. As with the other generations, we need to get a handle on the Gen X'ers-their needs, their interests and their communication preferences.
So who are these often-overlooked members of Generation X?
They are the generation bom roughly from the mid-1960s to the...