[New Report] The New Old School: Why Attorneys Must Pay Attention to Generation X
Download FindLaw’s Free Report: The New Old School: Why Attorneys Must Pay Attention to Generation X.
For years, two major age groups have been affecting how businesses market themselves.
On one side you have baby boomers, the generation that defined Madison Avenue–style advertising for 40 years. On the other side are millennials, known for, among other characteristics, disrupting the very models for reaching consumers that their grandparents helped build.
In the middle, you have the overlooked generation: Gen X.
Ranging from ages 35 to 50, Generation X makes up almost 66 million Americans who have settled into their adult lives, are at peak buying power and have both children and parents within their circle of influence. Law firms should be excited about Gen X because they are at a point in their lives where they have a host of legal needs and are ready to hire an attorney.
However, Gen X stands out from boomers in their preferred methods for researching legal needs and ultimately hiring an attorney. Law firms should be prepared for a demographic that wants to select the attorney they need, not simply hire the first one they find. These are prospects that search using traditional online methods but are also open to newer concepts like social media and virtual assistants. Once spurred to action, members of Gen X are willing to contact attorneys in multiple ways, meaning law firms will need to keep a close eye on their intake programs’ failures and successes.
While many Gen Xers took a hit during the Great Recession, they are still financially stable. According to a recent MetLife study, the average annual income of a married couple, ages 35 to 50, ranges between $85K and $104K. More than 70 percent of Gen X couples own a home, and the average household size is four people.
For a deeper dive into this information, download our report on Generation X and discover how your law firm marketing can take advantage of an audience that effortlessly blends tradition with innovation.
- Discover what motivates a Gen X legal consumer.
- Learn how they search for and evaluate attorneys.
- Plan your marketing to “cover the spread” and connect with Gen Xers wherever they are.
Download FindLaw’s Free Report: The New Old School: Why Attorneys Must Pay Attention to Generation X.
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