They make up a quarter of the population, they’re sitting on £115 billion of spending power, and they’re willing to be loyal to brands. And they might just be the secret to your marketing success, because everyone else seems to be ignoring them.
Gen X is marketing’s overlooked generation, but they’re rewriting what it means to age – and spend.
Born between 1966 and 1980, they’re the generation walking a tightrope between career success and raising teenagers while supporting ageing parents. Add in being the first generation to get to grips with the internet, and it’s clear they’re far from challenge averse. Caught between an analogue childhood and today’s digital-first world, Gen Xers have had to adapt time and again.
But our research – with help from our research partners GWI, Mortar Research, and Brand Nursery – shows just 5.4% of Gen Xers feel seen in marketing. It’s no wonder. Gen Z and Millennials were mentioned in 95% and 88% more headlines than Gen X last year. So why the Gen X radio silence?
With the help of our research partners, we’ve created The Gen X Files: an exclusive deep dive into the ways and woes of Gen X:
> What they buy, who they buy it from, and where they buy it
> What their income and spending profile looks like
> Who and what influences their purchasing decisions
They listen while being influential. They’re cautious about fads and they know who to trust.
Gen X might not always grab the headlines, but they’re a generation brands can’t afford to ignore. With consistent, trustworthy, and relevant messaging, you can capture their attention, earn their loyalty, and spark real engagement.
It all starts with getting to know them.
Download our report here to discover exclusive insights and actionable strategies to ensure that your brand achieves the best possible results from Gen X-targeted marketing.