Numbers Don’t Lie: Gen X, Can You Handle the Truth?
In the marketing world (not in tech, but most definitely in the rest of corporate America), most high-level roles are still staffed by Boomers. What I find very interesting is that for the most part, the vast majority of Baby Boomers (with some notable exceptions, of course) are not especially digital people. Many have learned to live and work in the digital world and quite well, but when I see my dad fumble around on his feature phone I most definitely can see a huge gap.
So the transition I mentioned above will essentially be a passing of the baton, as the Boomers recede from the picture and are replaced by the next generation of marketers. Now here's where it gets really interesting. According to the U.S. Census Bureau, a Baby Boomer is someone who was born between 1946 and 1964. Ranging in age from 48 to 66, Baby Boomers aren't getting any younger. Generation X spans the years 1965 to 1983, more or less, while Gen Y is from 1985 to 2003. Now let's take a look at the size of these three generations:
- Baby Boomers: 79 million
- Gen X: 41 million
- Gen Y: 85 million
What this means is that in the marketing world if you're a Gen Xer, your time to lead is coming. If you look at the numbers above, you can see there will there be a huge leadership void that will need to be filled as the Boomers retire during the next few years … as a small generation replaces a huge one. The economic crisis during the past for years may have postponed their retirement. But any way you slice it, the Baby Boomers will soon begin retiring more or less en masse during the next few years. When they go, they will leave huge leadership vacuum behind.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
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