Generation X: The Forgotten-yet-Powerful Consumers

Key Findings

A small but mighty generation

Globally, Generation X is a smaller demographic cohort compared to the Millennials and Generation Z. Nevertheless, they have higher earning power and hold the majority of decision-making power in most households and companies.

Largest in Asia Pacific, most prevalent in Western Europe

China is home to the largest Gen X population, followed by India, the USA, Brazil and Indonesia. However, the highest shares of Gen X to total population are found in Western European countries, highlighting the importance of Gen X consumers in this region.

Practical budgeters, brand-loyal consumers

Although Gen Xers are generally financially secure, they often have financial responsibilities as many of them take care of children and elderly parents at the same time. Gen Xers are thus cautious in their spending and often demand the best value for their money. Brands can overcome Gen X’s frugality and gain their loyalty by focusing on quality, authenticity and affordability.

Various marketing opportunities for brands

Entering middle age and being at the peak of their careers and earning power, Gen Xers offer plenty of opportunities for marketers. They can be targeted for family-oriented and time-saving products and services, as well as for health, wellness and anti-ageing beauty and care. Gen Xers can be reached in many ways, as they are technology-savvy and use both online media and traditional channels such as email and television.