About Talia Whyte

Posts by Talia Whyte:

Marketing to Generation X

I went to a seminar last week on how to market products and services to Millennials and Baby Boomers.  I know it is trendy to cater to these large demographics; however, I find it amazing how most marketers totally forget about a smaller demo sandwiched that is just as important – Generation X.

Gen Xers are considered to be those born between 1965 and 1980.  I fall near the tail-end of the demo. I don’t have much in common culturally and economically with Millennials, but marketers seem to think I fall into the younger demographic.

Let me give you some reasons more attention should be given to Generation X:

  • Spending Power: Gen Xers actually have more spending power than Baby Boomers and Millennials.  As a matter of fact, while we currently make up more than 25 percent of the American population – 65 million people, we have higher incomes than the other two demos.  We also have the highest rate of brand loyalty.  This will become more evident as Boomers start to retire and, well, many Millennials continue to live at home with their parents.
  • Financial stability: Statistically, Gen Xers are more responsible with their money.  We save more money or invest it into buying homes, leaving more money for our family and starting businesses.  In my opinion, I think this need for financial security is caused by the fact that we are the first generation to come into the working world without pensions offered by employers.

With all this said, why is Generation X always overlooked?  Many marketers literally don’t know how to communicate with us.  We came of age at the dawn of the current technological revolution, with one foot in the analog world (Boomers) and the other in the social media/Netflix/iPhone world (Millennials).  The best and most useful tool for Gen Xers is email communication that is tailored to our personal needs.  Email, not Twitter, is my thing and that is how I mainly talk to my cohorts.

Also, marketing should be geared to our financial and life responsibilities.  As we grew up as latchkey kids, we are very independent-minded and make safe life decisions.  I am always looking for the best and financially sound ways to run my business, pay my bills and take care of my family.  I tend to research most products or services online and finding deals before deciding to purchase.  So a coupon or a nice discount, preferably in an email marketing campaign detailing said product or service, would be great.

Gen Xers are more nostalgic.  At least once a week I say “things were so much better in the 90s.”  Really, everything was more interesting in the 90s – MTV actually showed music videos, hip-hop was real music (as was Pearl Jam and Nirvana), The Fresh Prince of Bel-Air and Living Single were awesome shows, the OJ Simpson trial was the greatest reality TV show, Rodney King’s black life mattered, everyone wore ‘X’ caps and Bill Clinton was president.  So we tend to spend money on things that support our nostalgia.  It is no wonder there are so many TV shows and movies from the 80s and 90s making a comeback and Salt-n-Pepa would be used in a Geico commercial.

My main point here is that Generation X matters.  Don’t forget about us in your next marketing campaign!

Journalism in the Post-Truth Era

Today is World Press Freedom Day.  This is an occasion to recognize the risks media professionals take to deliver fair and independent journalism.  Press freedom is more important than ever.  The Trump administration lives in a world of alternative facts and fake news.  Trump and his staff have had their share of gaffes, showing their lack of logic and knowledge of basic history.

Apparently, Trump and his people now just walk away from reporters when they don’t want to answer tough questions.

Journalists have an obligation to report the real facts and question the foolishness coming out of Trump’s mouth and Twitter feed, as well as other unsavory public officials worldwide.

Please support real journalism today by supporting groups like the Committee to Protect Journalists and Reporters Without Borders.

Frank La Rue, UN Special Rapporteur on Free Expression, speaks about life in the post-truth world and what the media can do about it.

The Many Benefits of Walking

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Last week I was watching TV, and an environmental activist appeared on a chat show to discuss how to be more green in your everyday life through transportation.  She hit on all the major points like cycling more and taking public transit instead of driving a car.

What I found lacking in this and other alternative transport discussions are any mention of the most energy efficient and cheapest mode of transportation – walking.  As a matter of fact, pedestrians reduce their CO2 emissions by 14 percent! I have been a “lifelong” pedestrian, meaning I have never owned a car and take public transit to places I can’t walk to in a short amount of time.   Of course, I lived in a major urban area with pretty decent pedestrian and public transit options.  However, walking as a primary mode of transport may not be an option for others, like for those living in rural or suburban communities, disabled, have small kids or have to take large objects around with you on a regular basis.

With that said, walking more has many benefits:

  1. It’s healthy: It goes without saying that walking more is better for your health.  Even low-impact walking to run errands around your neighborhood can help you burn more calories.  Also, walking is a complimentary, restorative exercise for more rigorous activity.  I usually run three times a week.  On my off days, I like to do yoga or walk longer distances to continue the caloric burn.
  2. Lowers health care cost: A healthy lifestyle means fewer hospital bills.  Many studies show that residents in urban areas that walk or cycle regularly have lower rates of cardiovascular disease, cancer, and diabetes.
  3. It reduces unwanted waste: When you have to walk, you are less likely to buy and carry around things you don’t need.  For example, when you go shopping while walking, you only buy what you can carry in (hopefully reusable) bags, especially if you walk long distances.  You will also tend to not want to carry items that have a lot of packaging, which weigh more.  Less packaging equals less waste.
  4. It saves money: You can save a lot of money when you don’t have the hassles of maintaining a car or even buying a T pass!  The numbers prove this; a recent study from the American Public Transportation Association shows that people that use public transit over a car save up to $800 per month.  The number goes up even higher for people who primarily walk.

My Book “Recharge E-waste” On Sale For Earth Day

Originally posted on Global Wire Books.

Recharge E-waste book coverJust in time for Earth Day! Buy one of Global Wire Books’ bestselling titles, Recharge E-waste: Ideas For Reducing Electronic Waste And Greening The Tech World.  Up until recently, e-waste or electronic waste activism was viewed as a fringe sector within the environmental movement.  However, because e-waste has become the fastest growing solid waste stream worldwide, the issue is now a mainstream concern.

Recharge E-waste is an interactive short guide that introduces readers to the complex issues concerning electronic waste and possible ideas around reducing it in the waste stream.  The second edition features updated consumer statistics and new information about the dangers e-waste pose to data security.

“The issue of cyber attacks is one of the most challenging economic and security issues happening globally right now,” said author Talia Whyte.  “Millions of old computers and mobiles are dumped in landfills that have not been properly erased of sensitive data ranging from family photos to credit card or bank statements to even confidential government contracts.  Cyber criminals scrounge through the trash to lift this data off of disposed of electronics that is later used in scams and hackings.”

Global Wire Books is the digital imprint for Global Wire Associates.  It supports the organization’s mission by presenting under-reported topics through an interactive, multimedia experience. We publish high-quality, accessible eBooks, surveys, business guides and other resources addressing how technology and social innovation impacts society and human rights.  For more information, go to globalwireonline.org/books

Special Price!

Now through 30 April 2017,  you can purchase Recharge E-waste directly from Global Wire Associates’ website for US$7.99!

EPUB Version

Or you can buy it for the regular price at these other booksellers:

Amazon Kindle
Barnes & Noble Nook
Google Play

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