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Genix Case Study

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As GenX circles middle age, there seems to be a re-evaluation of who they are and what’s important to them. While Millennials are grabbing the world by the horns and adventuring forward, GenX is trying to get unstuck and live a more fulfilling and rewarding life. The relentless pace of an always-on technology-filled-sound-bite life coupled with the stress of their life stage – peak earning years, job stress and for many raising children - results in a life that is more focused on doing more than on being, observing, thinking and feeling. Through the collages and journaling of the EthnoBlogs, we see a target group who is feeling like life today has dumbed them down and they are not as thoughtful or empathetic as they used to be (pre-kids and/or …show more content…

The lack of familiarity reinforces the sense that other options are lower risk and more socially engaging. Then there’s also the perceived effort of planning a structured night out. This involves finding a theater-mate, coming up with pairing ideas to go with Steppenwolf, securing babysitting and working through commuting and parking concerns. In other words, if GenX and their peers don’t go, Steppenwolf becomes something out of the ordinary and the effort required to attend seems more arduous than it actually is. More awareness of the emotional reward of attending Steppenwolf and of the specific plays, as well as reinforcing the ease of getting tickets and making the night happen are important to engage this cohort. The awareness finding is consistent with prior research. This makes it challenging for Steppenwolf to get noticed and difficult to get on the consideration list for a night

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