Gen X

Kelton has tracked the Baby Bust generation from its days of disaffection through its transition into marriage and kids and the accompanying need for financial stability and home ownership. We’ve profiled and examined diverse Gen X customer bases for Ticketmaster, Nintendo, Helio, and Revolution Healthcare, among others, guided in large part by a research team who represent this demographic themselves. 

To help secure Gen Xers as the next generation of financial investors for Charles Schwab, Kelton conducted the Gen X Financial Mindset Segmentation Study. The first of its kind, this study went beyond traditional segmentations, which study consumer behavior, to identify and profile the financial mindsets of consumers. Kelton has helped the legendary Quiksilver brand continue to evolve and meet the needs of its audience by identifying overlapping “permission” areas that both brand-loyal and potential customers granted the brand. And our “Single Mobile Females” study on the cell phone habits of Gen X women garnered media hits across a spectrum of outlets, most notably ABC News.

Our team has a deep institutional knowledge and understanding of the complex and constantly evolving needs of the MTV generation. When it comes to Gen X expertise, Kelton is second to none.