Tausha Robertson: Creating Ms. X Factor Platform for GenX Women

We deserve space to “take off our cape” and make time for ourselves.

Millennials have officially overtaken Baby Boomers as the largest demographic in the U.S. This generational power shift is evident in virtually every facet of media as major brands, television networks, and media platforms have aimed their marketing with focus on the two groups, but between Boomers and Millennials lies another demographic-Generation X. With birth years ranging from 1965 to 1981, Gen X has largely been ignored.

With numbers upward of 65 million and more discretionary spending power than any other generation, this “middle-child” cohort represents a powerful chunk of the American pie chart. According to Centro, “few marketers seem to be focusing on the demands and needs of this generation.” Further research confirms that Gen Xers “have been overlooked and underestimated for a long time.” So, why is no one speaking to Gen Xers? This was one of three major questions that lead Dr. Tausha Robertson to found MsXFactor.

As the first webzine for GenX, multicultural women, this platform aims to fill some pretty glaring deficits in the multimedia market. I caught up with the Austin based entrepreneur to talk about her vision and discuss the inspiration behind MsXFactor.

How did you come up with the name and concept for MsXFactor?

I named the platform MsXFactor as a play on two different concepts, it’s a digital media platform geared toward Gen X women who posses that intangible “it factor,” that indefinable je ne sais quoi. Multicultural, Gen X women are a variable that has a significant impact on outcomes at work, home, and in the community.  They have a tremendous influence across generations. This group of women is charged with navigating the compounding pressures of caring for aging parents, operating in senior positions at work and being the bedrock of their immediate, extended and community families.

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How did you know that now was the time to launch MsXFactor?

I was really kind of thrust into it. In March of 2017, I was given a spur-of-the-moment opportunity to pitch the idea at SXSW. I panicked, I didn’t feel ready because it was still in its embryonic stages. I didn’t have a website, a logo, or even fully baked description of what it was but I knew I had to seize the moment. As I waited in line for my turn to speak, I bought the domain from my iPhone and threw up a quick landing page.

In less than four months you brought MsXFactor from idea to launch – How did you do it?

It has been a quite the journey. I have to recognize the tireless work of my Managing Editor, Ebony Flake, Tandria Potts of Red Desk Content, and the army of family members, friends and sorority sisters who pitched in to help get this off the ground.  I am forever grateful for their belief in me and this idea.

I’m not going to sugar coat the enormous amount of work it took because I was learning the digital space and building at the same time! There is something magical about building an idea into something tangible. I’m very proud of our start and the plans we have for the future.


Read the full story at Ms. X Factor.

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