To paraphrase Patrick Swayze in "Dirty Dancing," nobody puts Generation X in a corner. But some financial advisors are still hesitant when it comes to distinguishing and prioritizing the demographic in their digital marketing.

The question is why. As a marketing consultant to financial advisors, my impression is that they assume the 45- to 60-year-old cohort will relate to images of
Possibly advisors don't prioritize Gen Xers because they carry more credit card debt than any other generation. Or maybe it's
But with Gen X households on track to inherit the biggest slice of assets in the great wealth transfer — an estimated $39 trillion by 2045 — advisors who don't tailor their digital marketing to fit the so-called forgotten generation risk missing out on growth opportunities.
Here are digital marketing strategies and tactics I recommend.
Prioritize SEO for Google
According to a recent survey from Sprout Social, only 15% of Gen X use social media to search for new products or services. Instead,
Advisors, therefore, should
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Gen AI and Gen X investors
Only 25% of those aged 50 to 60 use AI tools, and of that set 66% say they use AI to gain new knowledge, according to
I suggest adapting websites to include updates such as Q&A sections for blogs, using conversational tone and schema-friendly formatting. Gen X may be slower to adopt AI, but the future is already here. It's time to start shaping your
Informational social media posts and ads that give Gen X new information can help warm up leads. I encourage advisors to post more short- and long-form videos on topics like debt reduction, saving for college or vocational education on YouTube, on their website and on Facebook.
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Emphasize the future (but don't forget nostalgia)
Other ideas include lead magnets like blogs that focus on topics that speak directly to Gen X realities, for example:
● Claiming your adult child for tax savings
● Saving for retirement while caring for a loved one
● Strategies to build wealth while paying down debt.
And including nostalgic and authentic mentions of all things '80s and '90s — cue Walkmans, scrunchies and Cabbage Patch Kids — can't hurt to draw an audience.
Building a marketing plan for Gen X isn't always easy. Each of its members is unique, as is each advisory firm depending on its location, client focus (i.e., retirement-age clients or business owners) and the services they offer.
Gen X may be in a corner for now, but I say this is the time to cultivate relationships that will carry through to when they do receive the bulk of that $39 trillion inheritance and beyond. Simply put: Advisors need to make connections now or risk losing a whole generation of wealth.