Gen X: The Squeezed Generation

A sizeable market

The Gen X cohort comprised 1.4 billion consumers in 2016, of which 60% were located in Asia-Pacific. Their share of the population varied from, for example, 25% in China to just 18% in India. Their numbers in some markets have swelled thanks to immigration.

High incomes...

Gen Xers are among the world’s highest earners, taking home more in real terms than Baby Boomers did at the same age. In 2016 their average gross income was USD15,149, with many in senior positions or self-employed.

… But financially squeezed

While many in this generation benefit from home ownership and secure jobs, they are under significant financial and emotional pressure. They often have young children, “boomerang kids” and/or ageing parents to support, as well as having to plan for their own retirement.

Common traits

There may not be a strong identity attached to Gen X, but they share many common experiences and traits. For example, they tend to be independent, industrious, entrepreneurial and family-orientated, as a result of being left to their own devices as children; as well as tech-savvy and cautious, due to having lived through the digital revolution and the boom and bust of the global economy.

Forever young

Gen X consider themselves as ‘younger’ than their parents were at the same age, and are pushing back the boundaries of age via their attitudes and physical form.

Spending priorities

This generation is brand-loyal, nostalgic, and tends to place high priority on factors such as convenience, quality, value for money, durability and ethical and environmental credentials. They are keen social media users and online shoppers.