New psychographic research from Amsterdam RAI says organizers need to show Gen Xers a special brand of love to attract them to tradeshows.
“Generation Xers are very pragmatic when it comes to making decisions, mainly because they suffer the most from the current economic crisis,” the RAI says.
“They are not loyal if they can get a better deal somewhere else. They often have a cynical world view and are very conscious of media and marketing. Many of them are project parents, which describes the over-involvement when it comes to their children.”
As a result, the RAI recommends organizers:
- Rationalize Gen Xers' costs to participate and offer guaranties.
- Be transparent and play to Gen Xers' cynicism.
- Cater to Gen Xers' helicopter-parent lifestyles.