Generation X characteristics and cultural impact

Generation X

Growth Trend for Generation X for 2004 to 2010

Martin & Prince (2009) predicted that Generation X would be the predominant market segment by 2010. U.S. Census data estimate that Generation X makes up 19% of the total population in 2010. Sources vary on which birth years to include when defining this generation. For the purposes of this research, the years of 1965 to 1978 will be used to determine the growth trend for this generation (Hachtmann, 2008, Reisenwitz & Iyer, 2009).

Growth Trend for White Consumer Segment Members for 2004 to 2010

In 2005, the white Generation X population numbered 37,208,000 and comprised 12.93% of the total population. While there was an increase in this population in 2006, the market segment is projected to decrease steadily based on U.S. Census projection data. The table below shows the growth trend for the white Generation X market segment.

Year Population Percentage of Total Population

2005 37,208,000 12.93%

2006 40,395,000 13.92%

2007 39,492,000 13.5%

2008 38,722,000 13.13%

2009 38,086,000 12.8%

2010 37,075,000 12.57%

Growth Trend for Hispanic (Latino) Consumer Segment Members for 2004 to 2010

While the white population is expected to decrease, the Hispanic population is expected to steadily increase. The table below shows the growth trend for the Hispanic Generation X market segment.

Year Population Percentage of Total Population

2005 8,750,000 3.04%

2006 8,631,000 2.97%

2007 8,772,000 3.00%

2008 8,903,000 3.02%

2009 9,029,000 3.04%

2010 9,146,000 3.05%

Growth Trend for African-American (Black) Consumer Segment Members for 2004 to 2010

Similar to the white population, the African-American segment of the Generation X market segment is expected to steadily decrease as a percentage of the total United States population. The table below shows the growth trend for the African-American Generation X market segment.

Year Population Percentage of Total Population

2005 7,628,000 2.65%

2006 7,792,000 2.69%

2007 7,764,000 2.65%

2008 7,741,000 2.62%

2009 7,739,000 2.60%

2010 7,774,000 2.59%

Growth Trend for Asian Consumer Segment Members for 2004 to 2010