5 Things You MUST Do to Connect with Gen X Audiences

Don't miss out on the most loyal, event-attending, art-loving generation out there: Generation X.

This is the group that made mixtapes an art form, still remembers when MTV played music videos, and somehow survived without the internet in their formative years. And yet, how often do you look through the Gen X lens when you are promoting your events at your arts nonprofit? Let us not overlook the value of nostalgia marketing.

So, how do you connect with the generation that grew up watching Dwayne Wayne and Whitley Gilbert navigate college life at Hillman? Here’s what you must do:

1. Use Email—Seriously.

We get it. Everyone’s talking about TikTok and Reels like they’re the only way to communicate. But let’s be real—Gen X still opens emails. They read newsletters, they forward interesting articles, and they actually pay attention to well-crafted messaging (especially if it’s witty and informative—think early 2000s blogging).

💡 Pro Tip: If your subject line is solid and your content isn’t boring (aka don’t sound like a spammy brand), they’ll actually read it. Add a little humor, keep it concise, and make sure it offers something of value—discount codes, insider info, or first dibs on tickets.

2. Offer VIP and Exclusive Experiences.

Gen X came of age in the era of MTV Spring Break, TRL, and concerts that actually required you to camp out overnight to get good seats. They know what exclusivity feels like, and they want it.

✔️ VIP seating for events 

✔️ Meet-the-artist experiences 

✔️ Behind-the-scenes tours 

✔️ Special pre-show happy hours

Make it worth their while, and they’ll show up loyal, engaged, and ready to support.

3. Make It Easy to Buy Tickets.

Listen, Gen X survived the dial-up internet era, but that doesn’t mean they have patience for clunky ticketing systems that feel like a GeoCities website. If buying a ticket to your event is harder than ordering a meal on DoorDash, they’re out.

✔️ Optimize your site for mobile.

✔️ Streamline the checkout process.

✔️ Offer multiple payment options (Apple Pay, Google Pay, etc.).

✔️ Send confirmation emails with clear event details.

Remember: If they have to create an account, verify an email, and solve a CAPTCHA just to buy a ticket? Whitley Gilbert voice: “Oh, honey, that’s a no.”

4. Don’t Sleep on Facebook.

Yes, Millennials joke that Facebook is for old people, but you know who’s still there? Gen X. And they are active. They’re sharing memes about The Oregon Trail, complaining about how kids today will never understand the pain of rewinding VHS tapes, and actually RSVP-ing to Facebook events.

💡 How to Win on Facebook:

✅ Facebook Groups – Build a loyal community for your arts organization.

✅ Event Invites – Gen X still checks them.

✅ Targeted Ads – Budget-friendly and effective.

This isn’t MySpace—use Facebook wisely, and Gen X will show up for you.

5. Speak Their Language.

Gen X is the original latchkey kid generation. They grew up watching A Different World, The X-Files, and Living Single. If you reference these cultural touchstones, they will feel seen, understood, and—most importantly—compelled to engage.

DO THIS:

✔️ Use humor—Gen X loves sarcasm, wit, and self-awareness.

✔️ Reference pop culture from the 70s, 80s, and early 90s.

✔️ Make it smart, not forced—no one wants to see you slap a neon filter on your ad and call it “retro.”

Next up: 10 Things to Avoid When Conducting Nostalgia Marketing. 

Spoiler: If your campaign feels like a bad Saved by the Bell reboot, you’re doing it wrong.

Tanesha Ford is a nonprofit marketing professional with nearly 15 years of experience helping arts organizations work smarter, not harder. As the founder of For de Arts, Tanesha specializes in empowering small but mighty arts nonprofits with tools and strategies that honor Afro and woman-centric values while driving real impact.