第X代的另一個特徵是它們與值對齊。人的數字營銷策略屬於x一代。屬於這一代的人更獨立，更有資源，更注重家庭。與他們的父母相比，他們更注重家庭價值觀。與成年人的健身和健康相比，X一代的人在品牌的穩定性方面為未來幾代人提供了吸引力。屬於X世代的人帶來了品牌的穩定性(Williams et al .， 2010)。一旦他們喜歡上了這些產品，他們就會與這些產品、它們的持久價值、安全性和保護緊密聯繫在一起。 X一代的大多數人都喜歡在一個生活環境中工作，在這樣的環境中，產品可以讓他們的生活更輕鬆。除此之外，這個年齡段的人更關心自己的健康。他們也是廣告商的目標。
廣告商需要瞄準一些共同的特徵，如憤世嫉俗、疏離、唯我主義、無子女、悲觀主義、對機構的不信任、無神論和幼稚主義。屬於這一代人的人更關心更有用的產品。他們尋找的是能夠輕鬆實現目標的產品，而不是他們所擁有的實際需求。因此，屬於這一年齡組的人可以被對其需求的適當評價和對其需求的評價所吸引。在英國，這一代人最喜歡的廣告模式是博客寫作，其中可能包括已經在網上寫過的主要博客，然後是圖片和評論。人們的購買習慣也可以通過人口統計學來預測(Borges et al, 2006)。一個人對廣告了解得越多，他就能更好地制定營銷策略，也能更好地與X世代的人建立聯繫。
Another character of the Generation X is that they align themselves with the values. The digital marketing strategy of the people belongs to Generation Xers. The people belonging to this generation are much more independent, resourceful and family oriented. They are much more focused on the family values in comparison to their parents. The people belonging to Generation X provide an appeal for the future generations with respect to the stability with the branding in comparison to the fitness and wellness of the adults. The people belonging to Gen X lead to the creation of a stability with branding (Williams et al, 2010). Once they like the products, they are much more associated with the product, their lasting value, the security and protection. Most people belonging to Gen X like to work in a live environment where the product helps to make their life easier. In addition to this, the people belonging to this age group are more concerned about their fitness and wellness. They are also the target of the advertisers.
The advertisers need to target some of the common characteristics such as cynicism, alienation, solipsism, childlessness, pessimism, distrust of the institutions, atheism and infantilism. The people belonging to this generation are more concerned towards the more useful product. They look for the product with which their objective can be easily fulfilled other than the actual requirement possessed by them. Thus, the people belonging to this age group can be attracted by the proper evaluation of their requirements and the assessment of the same. The mode of advertisement which is preferred by the people belonging to this generation in UK is blogs writing which may include the primary blogs which have been written online followed by the images and comments. The buying habits of the people can also be predicted by the demographics (Borges et al, 2006). The more can a person learn about the advertisements, the better one can tailor the marketing strategy, and the better they can be connected to the people of Generation X.