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The One Where We Realize Gen X is Your Nonprofit’s Secret Weapon

  • Writer: Tanesha Ford
    Tanesha Ford
  • Mar 10, 2025
  • 3 min read

Updated: Jan 1

An cartoon view of a coffee shop with a red couch in the center.

Picture this: Your arts organization is trying to increase attendance, boost donations, and attract a loyal audience.

You’ve tried appealing to Millennials (who, let’s face it, are still drowning in student loans), and you’ve reached out to Boomers (who love the arts but aren’t necessarily engaging with new formats).

But what about Generation X?

You know them. The latchkey kids, the MTV generation, the ones who grew up on mix tapes, landlines, and the trauma of losing their Tamagotchis. They’ve been flying under the marketing radar for years, overshadowed by Millennials’ digital savviness and Boomers’ financial power. But here’s the truth:

👉 Gen X is entering their peak spending years. 

👉 They have disposable income, and they spend on experiences—concerts, museums, performances. 

👉 They are nostalgia-driven, which makes them the ideal audience for arts organizations that can tap into their formative years.

The Money Talks (And Gen X is Talking Back)


The youngest Gen Xers are pushing 45, and the oldest are nearing 60. Their kids are grown (or nearly so), their careers are stable, and they’re thinking about how they want to spend their time and money. Unlike Millennials (who are often still trying to own a home), many Gen Xers have built financial stability and have disposable income for entertainment and cultural experiences.


💰 Stats Back This Up:


  • Gen X outspends every other generation on entertainment.

  • They hold 31% of total U.S. income but represent only 20% of the population.

  • They are brand loyal but also cynical about marketing—meaning they respond best to authentic, nostalgic, and experience-driven campaigns.

They Love the Arts. So Why Aren’t You Talking to Them?


Gen X grew up on music videos, live concerts, Broadway dreams, and the golden age of sitcoms (before streaming robbed us of theme songs!). They aren’t just willing to spend on the arts—they already do.


  • The Art Lovers:

    • Many Gen Xers collected concert posters, comic books, and VHS tapes in their youth. Now, they appreciate gallery exhibits, indie films, and theater—especially if you can evoke their favorite 90s pop culture moments.

  • The Performance Junkies:

    • Remember Live Aid? MTV Unplugged? Prince and Madonna at their peak? Gen X lives for live music, storytelling, and nostalgia-infused performances.

  • The Soundtrack Seekers:

    • You want to hook a Gen Xer? Try featuring a live orchestra playing The Nightmare Before Christmas score or an 80s Synthwave concert at your next event.


If you want to capture Gen X audiences (and their dollars), you need to adjust your marketing strategy. Start by using:

✔️ Email Marketing: Unlike younger generations, Gen X still reads emails. Make them witty, personal, and full of references to their formative years. 

✔️ VIP Experiences: They’re not about the cheap seats. Offer backstage passes, wine tastings, and limited edition experiences to make them feel special. 

✔️ Nostalgia-Infused Campaigns: Want to get them hooked? Make them feel 18 again. More on this in the next article…

🛑 Next up: Nostalgia Marketing—Or, How We’re All Just Living in a “Smelly Cat” Music Video.


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.


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