Gen X Research
Explore the diverse values of Generation X, born 1966-1979, and how they approach consumption and community.
Understand Gen X
The Generation X years are defined as those born between 1966 and 1979, with their current age range being between their mid 40’s to late 50’s / early 60s. When they entered adulthood in the 1990s, the stereotype Gen X was known for was that they were world-weary and disengaged. While some of that wariness remains – particularly toward finances, change, and environmental decline – Gen X values currently reflect a more tempered and resilient generation shaped by decades of navigating instability.
On average, Gen X generation remains less inclined toward deep community involvement, technological enthusiasm, or status-oriented social engagement. Their connection to others tends to be selective rather than expansive. As consumers, however, Gen Xers traits and characteristics span a spectrum: some are drawn to escapism and spontaneous purchases, while others are more discerning. Even as they show less appetite for risk and social visibility than younger generations, many make bold choices in midlife, buoyed by experience, confidence, and a clearer sense of what matters.
Select a Gen X segment to learn more about the values that define them.
Thrill-Seeking Materialists
Who They Are
Showing off what they’ve got means a lot to this group of Gen Xers. Thrill-Seeking Materialists value social status, and they try to attract others’ notice and admiration both through high-paying jobs (ideally with impressive titles) and through ostentatious consumption. Image driven, they take pride in their personal appearance and put effort to ensure they appear “attractive” to others. Confident, goal-oriented and vivacious they are always up for new challenges or experiences. As their name suggests, they have a taste for risks and thrills when it comes to leisure and entertainment. Their peers would characterize them as being intense and adaptable, as they are constantly on the hunt for the next best thing.
Demographic Highlights
Most likely to hold semi-skilled or skilled jobs
Most likely to have all four grandparents born outside of Canada
More likely to live in the Prairies
Social Values:
Detached Conformists
Who They Are
This is the segment that most closely aligns with the stereotype of Gen Xers, summed up by the simple phrase, ‘whatever.’ They are of the mindset that the trajectory of their life – for better or worse – is set in stone and even if they wanted to, there wouldn’t be much they could do to change its direction. They see the world for what it is. They are more emotionally reserved and tend to hold traditional family values, believing that the world would be better off with more conventional ideas, norms and behaviours that they increasingly feel are being disrupted and challenged. While they strive for a sense of security and stability in life, their fatalistic outlook leads them to be slightly unconcerned by the world’s ups and downs.
Demographic Highlights
More likely to not be Canadian-born
More likely to be separated or divorced
More likely to live rural areas in Quebec or Ontario
Social Values:
Social Hedonists
Who They Are
Strongly guided by their feelings, these Gen Xers often prefer to lean into spontaneity and trust their gut intuition. Navigating uncertainties comes as no problem to them, as they’re easily able to adapt to the changes and complexities modern life throws at them. They are willing to take large risks in order to get ahead in life and engage in experiences that will increase their social standing. Their social circles are high on their list of priorities, and they are always on the lookout for some in-the-moment fun with friends or acquaintances. They make an effort to try the latest and greatest trends in every aspect of their lives, including the communities they live in; they like to be the first to try a new restaurant, a new flavour, a new product.
Demographic Highlights
Most likely to have children under the age of 18
Most likely to works as a semi-professional, technician or owner of a small business
More likely to live in newer suburbs
Social Values:
Inclusive Idealists
Who They Are
These Gen Xers are critical, social-justice-seeking idealists. As non-conformist, they believe that all people deserve respect, and don’t like the idea of deferring to someone because of their status, seniority, or title. However, they are generally of the mindset that the trajectory of one’s life is usually beyond one’s control regardless of how much effort or change you implement. As such, they have low confidence in big business and are less inclined to be influenced by advertising since they are discriminating consumers looking for authentic experiences. Inclusive Idealists are serious about a diversity of social issues: they’re deeply concerned about the rising impacts of climate change on the environment and enjoy engaging socially and learning from others.
Demographic Highlights
More likely to hold a post-graduate degree
Most likely Gen Xers to be separated or divorced
Most likely to have household income over $150K
Social Values:
Autonomous Minimalists
Who They Are
This is one of the largest Gen X segments in Canada, characterized as being reserved and independent from society (or the world) at large. They choose to be closed-off and detached from perspectives that challenge their own world-view and lack connection with those who have different backgrounds and mindsets from their own. They find comfort in the familiar, surrounding themselves with like-minded people or ideas and believe that others should embrace Canadian values and customs. They can feel overwhelmed by new or different experiences and desire to regularly escape these stressors by seeking stability and simplicity in their decision making.
Demographic Highlights
More likely to have completed a college or university education
Less likely to come from immigrant families or be recent immigrants
More likely to live in small towns or rural areas and in Alberta
Social Values:
Security-Seeking Ascetics
Who They Are
These are the worriers – and forward-thinking planners – of the Gen X cohort. Putting family and security above all else, this group craves consistency in everything they do. They have a broad sense of financial concern for the future and are constantly seeking ways to exercise emotional control by relying on logic and reason. Spending and instant gratification are among their lowest priorities. Low risk takers, they tend to stick to what they know and depend on research to find trusted products and services that are reasonably priced and useful. They prioritize quality and measurable benefits over brand status and aesthetics.
Demographic Highlights
More likely to be separated / divorced or single
Most likely of the segments to be staying at home full time
Least likely to come from immigrant families or be recent immigrants
