New Research Reveals Seven Unique Perspectives on Aging Among Generation X Women
According to a recent study conducted by Nottingham Business School (NBS), Generation X women experience the process of aging in seven distinct ways. This research explored how women born between 1965 and 1980 perceive their own aging and whether it aligns with a purely chronological understanding.
The study’s findings also hold significance for marketers, as Generation X represents a demographic closely associated with consumer culture and increased spending power.
Over a span of three weeks, a group of 19 women, aged between 41 and 55, documented and reflected upon daily experiences that held personal relevance to their aging process using online diaries.
Through a meticulous analysis of over 250 diary entries, the researchers identified seven interconnected and overlapping “frames” of aging. These frames were categorized as Affective, Protest, Acceptance, Camouflage, Life-Stage, Inequities, and Inconsequence.
These frames span a wide spectrum, ranging from perceiving age as a mere attitude to outright rejecting it as a socially constructed label. Some participants embraced their chronological age, while others utilized beauty products and clothing to conceal or camouflage it.
The study revealed that caregiving responsibilities, such as looking after young children or aging parents, strongly influenced how these women perceived their age. Additionally, the experience of menopause, whether current or impending, also played a significant role. Generation X women expressed a sense of inequality, unfairness, and bias, feeling undervalued compared to both men of all ages and younger women.
Furthermore, some participants admitted to frequently forgetting their chronological age, considering it irrelevant or disconnected from their personal identity.
Sharon-Marie Gillooley, the lead researcher and principal lecturer in Marketing at NBS, stated, “Determining the age of a GenX woman is increasingly challenging. This generation refuses to conform to traditional age and gender-related roles imposed by their parents. Consequently, they approach and navigate the aging process in diverse ways. Some embrace being ‘happily old,’ while others maintain a ‘young at heart’ perspective. Some view life as full of possibilities, while others feel the weight of familial responsibilities.”
Gillooley added, “This research implies that marketing to GenX women poses a unique challenge for companies. Conventional age-based targeting strategies are unlikely to be effective. The study suggests that these various frames of aging may apply to all or some of these women, all or some of the time. Therefore, marketers should view this demographic as dynamic, fluid, and not easily predictable.”
Given their substantial population and growing disposable income, Generation X women have become an increasingly appealing market segment. However, the study cautions against employing a one-size-fits-all age-based approach to marketing, as it risks alienating or failing to reach the intended audience.
Reference: “The self-perceived age of GenX women: prioritising female subjective age identity in marketing” by Sharon-Marie Gillooley, Sheilagh Mary Resnick, Tony Woodall and Seamus Allison, 24 May 2023, European Journal of Marketing. DOI: 10.1108/EJM-04-2022-0267
Table of Contents
Frequently Asked Questions (FAQs) about GenX women, aging perspectives
What is the focus of the study conducted by Nottingham Business School?
The study conducted by Nottingham Business School focuses on how Generation X women experience the process of aging and their self-perception of age.
How was the study conducted?
The study involved 19 women between the ages of 41 and 55 who documented and reflected upon daily incidents related to their personal aging experiences using online diaries over a period of three weeks.
What were the key findings of the study?
The study revealed that Generation X women experience age in seven distinct ways, including frames such as Affective, Protest, Acceptance, Camouflage, Life-Stage, Inequities, and Inconsequence. Factors such as caregiving responsibilities and the experience of menopause influenced their perception of age.
How does this study impact marketers?
The study suggests that traditional demographic age-based targeting may not be effective for marketing to Generation X women. The diverse frames of aging identified in the study highlight the need for marketers to consider the dynamic and fluid nature of this demographic in order to effectively reach and engage with them.
What are the implications for brands and marketers?
The study warns against generalizing or stereotyping Generation X women based on their age, as it poses a risk of alienating or missing the target market. Marketers should instead prioritize understanding the subjective age identity and varied perspectives on aging among this demographic to develop more targeted and inclusive marketing strategies.
Where can I find more information about the study?
More details about the study titled “The self-perceived age of GenX women: prioritising female subjective age identity in marketing” can be found in the European Journal of Marketing, authored by Sharon-Marie Gillooley, Sheilagh Mary Resnick, Tony Woodall, and Seamus Allison (DOI: 10.1108/EJM-04-2022-0267).
More about GenX women, aging perspectives
- “The self-perceived age of GenX women: prioritising female subjective age identity in marketing” (European Journal of Marketing)
DOI: 10.1108/EJM-04-2022-0267
5 comments
i find it cool that the study looked at genx women’s perception of age over time and not just in a chronological way. it shows that age is more than just a number and can be seen in so many different ways. marketers will have to think out of the box to reach this diverse group.
This study is a wake-up call for marketers. GenX women don’t conform to traditional ideas of aging, so brands can’t rely on generic age-based targeting anymore. They need to get to know their audience on a deeper level and create campaigns that resonate with their unique perspectives on age. It’s a challenge, but it opens up new opportunities for creativity and innovation in marketing.
This study is super important for marketrs. They can’t just use the same old strategies when targetin genx women cuz they dont all think the same about age. They need to understand the differnt perspectives and design their campains accordingley.
wow this study is amazin i didnt know genx women saw age in so many differnt ways its super intrestin to see how they dont fit in tradishnal stereotypes and marketin has to adapt to that i guess it must be a challenge for them lol
this research sounds really interestin! i had no idea there were so many ways genx women see age. i think marketin will have to change and not stereotype them based on their age. they are a big demographic so they are imporant for companies to consider.