"Farther Along the X Axis"

List
Gen Xers are buying homes while they are younger rather than buying an apartment and living there until married. They are defying the traditonal way things use to be.
Gen Xers are researching products online and are very informed when they come go buy things.
Gen Xers shop at high-end stores as well as discount stores so they are very versatile. This causes stores to provide good products as well as good customer service.
Gen Xers aren't as loyal to one brand as the Baby Boomers were.

Summary:
"Farther Along the X Axis" written by American Demographics explains why Generation X is hard to market products to. They don't buy things just to buy things, but buy for a purpose. Gen Xers have also picked up some traits from the Baby Boomers such as the importance of family values. Parents are setting the times they work in order to spend time with family. Gen Xers have also started their own trends such home ownership at a much younger age.

This article did a good job of explaining how Gen Xers are hard to market to. I think the research done to make the arguements legit are very well thought out and written. I enjoyed the writer's specific story in the beginning that dealt with Gen Xer's attitude towards family values. It set a good pace for the rest of the article. Another part I liked was the section entitled the Martha Stewart Effect. It clicked for me just because I have noticed the increase in "do it yourself" decorating and remodeling shows. Overall this article had about the same message the article previous to this entitled "A Post-Cynic's Manifesto" had. This article was much better written than the other though. It was more detailed and longer, but it got its point across much clearer while still having some attitude to it.