When people talk about generations, conversations often pit Boomers versus Millennials and the ways they differ. This leaves Gen X out of the spotlight, labelled as the so-called “forgotten generation” born between 1966 and 1979, and sandwiched between two large and influential groups.
Generation X is typically overlooked and misunderstood by decision makers, and the role and influence of this generation is frequently underestimated. Yet Gen X is not forgotten – they’re hidden in plain sight.
Despite limited visibility in generational narratives, Gen X exerts significant influence at home, at work, and as consumers, acting as an important bridge between generations. It’s time to shine a spotlight on Generation X and challenge the outdated stereotypes.
Through the lens of Social Values and based on insights from in-depth interviews and surveys with consumers, this article explores why Gen X is worth paying attention to and what is the strategic value of unlocking this generation’s untapped potential.
Gen X Segmentation Report
“Gen X is at an age where we’ve developed a certain amount of experience in our lives and seniority in our careers and collective wisdom. But because there’s always been a more prominent group of people to focus on, those Gen X voices haven’t been listened to as much. Now is the time to take advantage of that because it’s a unique opportunity.”
– Gen X
Gen X as Consumers: Peak Earners with Significant Spending Power
As consumers, Generation X take a practical, values-led approach, carving out time and prioritizing spending on meaningful, genuine experiences and interests like travel and hobbies rather than conspicuous consumption. By aligning with Gen X’s core values and desire for authenticity, brands can reach a generation that often feels underrepresented in advertising.
At this stage in their lives, Gen X are reaching their prime earning years and benefit from higher disposable income. Even as they juggle major financial responsibilities – such as saving for retirement, funding their children’s education, and supporting aging parents – Gen Xers are also seeking escape and personal fulfillment.
“I am doing everything I can to benefit from life’s experiences. Travel as much as I can and go to places that I never might have before. […] My wife and I are going to a lot more concerts. It’s partly life stage because we can but also going back to things that we really enjoyed and now we have the time or ability to do it.”
– Gen X
Gen X at Home: Dual Influence as Caregivers of Children and Parents
Among Gen X’s life priorities, one of the challenges of being a “sandwich generation” is that many find themselves in a dual caregiving role, simultaneously supporting aging parents and adult children – and they are feeling the crunch of balancing these responsibilities.
However, this dynamic places Gen X in a unique position where they can impact how their Pre-Boomer and Boomer parents approach retirement and healthcare and guide their Millennial and Gen Z children when it comes to education, career paths, and major life decisions. As a result, Generation X hold significant influence on household spending power and play an important role in family decision-making across generations.
“Gen Xers are definitely in a very unique situation that previous generations, even at the same life stage, didn’t go through. […] There are a lot of pressures. You do feel pulled in many different directions.”
– Gen X
Gen X at Work: Bridging the Analog and Digital Technology Divide
Now at the peak of their professional careers, Gen Xers are stepping into positions of leadership as pragmatic and resilient decision-makers shaping the workplace. As the last generation to grow up before the internet, they’ve lived through multiple iterations of disruptive technological shifts. Gen X’s understanding of both analog and digital eras makes them adaptable and skilled at managing change and enables them to appreciate the strengths and drawbacks of different approaches. This unique perspective allows them to effectively bridge the technology divide across generations, especially in the workplace.
“We are the ultimate bridge generation in between the world before the Internet and the world after the Internet. […] I was just about 15 when the web browser was introduced to the world and the Internet was publicly available. You knew it from the very 1st moment that this was going to change everything. […] I would say that the bridge element is what sets us apart [as a generation] because it was integrated so quickly into all aspects of life.”
– Gen X
Organizations that overlook Gen X risk missing a significant opportunity. Far from a forgotten generation, Gen X is a quiet powerhouse shaping decisions at home, in the workplace, and in the marketplace – often acting as the bridge between younger and older generations. That said, no single narrative defines this generation. Our new report reveals six distinct Social Values segments, highlighting why understanding the diversity of values, mindsets, and motivations within Generation X is key to engaging them in a meaningful way.
Download our latest generational segmentation report to find out more.
