Brand Tone

Nostalgic, Humorous/Sarcastic, Relatable/Authentic, Personal/Approachable, Proud/Confident, Informal

Brand Values

• •Nostalgia/Cherishing the Past
• •Gen X Identity & Community
• •Authenticity/Self-Expression
• •Quality
• •Resilience/Adaptability
• •Faith & Motivation (Sub-theme)
• •Bridging Generations

Best Practices

• •Consistently use slang, cultural references, and inside jokes that are specific to the Gen X experience. Avoid terms or overly modern slang that would feel inauthentic to this demographic.
• •Write with a sense of shared experience and a slightly cynical but ultimately resilient and humorous perspective that many Gen Xers identify with.
• •Prioritize Authenticity Over Perfection: Gen X tends to appreciate a more direct, less polished approach. Let the genuine passion for the era shine through, even if it's not perfectly slick. The owner's personal involvement is a great asset here.
• •Balance Nostalgia with Modern Relevance: While the core is nostalgia, ensure the copy still feels fresh and connects to how Gen Xers live today. It's about celebrating the past, not being stuck in it.
• •Create a 'Gen X Voice Guide': Develop simple internal guidelines with examples of 'words we use,' 'words we avoid,' and key phrases that capture the brand's specific blend of nostalgia, humor, and (where appropriate) faith. This helps ensure consistency across all platforms and by anyone creating content.

Social Perception

Niche-Specific Appeal, Community-Oriented, Relatable and Understanding, Fun and Lighthearted, Authentic Small Business

Copy Examples

• •Remember when screen time was whatever movie your parents were watching? And safety gear was... well, not really a thing? You survived. You're Gen X. Wear your resilience with our 'Raised on Hose Water & Neglect' tee. Because we weren't just built different, we were built to last. #GenXerAndThings #BuiltDifferent #HoseWaterAndNeglect
• •Our idea of a viral challenge was trying to record a song off the radio without the DJ talking over the intro. The struggle was real. What's your most 'Gen X problem' memory? Share in the comments – we've got the perfect gear to wear while you reminisce. #GenXProblems #MixtapeMayhem #GenXerAndThings
• •Flashback Friday! NEW Retro Vibes Just Dropped 📼✨
• •Deck the Halls with Awesome Memories! Shop GenXer & Things for gifts that scream 'remember this?!' – Perfect for the Xer in your life (or yourself, we don't judge).
• •Through all the changing times, some things remain constant. Our new collection offers a little bit of nostalgia and a whole lot of faith. Find a design that speaks to your heart and your Gen X soul. 🙏 #GenXFaith #NostalgiaAndGrace #GenXerAndThings