Gen X represents almost a third (28%) of TikTok’s user base but only 5% of brand spend on influencer campaigns. Recognising a huge untapped opportunity, Wavemaker undertook original research into the global Gen X consumer. The aim was to challenge misperceptions and to understand what a successful Gen X social media strategy looks like.
Our report reveals the distinct behaviours and desires of the ‘wealthiest generation the world has ever known’. It’s packed with practical advice to help you communicate with this audience more powerfully and build a creator strategy that creates the lasting trust that unlocks sales.
We hope you enjoy reading it and that it challenges you. Even more, we hope you find ways to use it to make better and more valuable advertising, for your customers and your brands. If you are a client, contact your Wavemaker client lead to find out how we can help you leverage these trends to grow your business.