We’ve talked Gen Z. We’ve talked Millennials. Now it’s time for the generation that quietly built the bridge between analog and digital—Gen X.
Born between 1965 and 1980, this generation doesn’t chase trends, and they don’t need the spotlight. But don’t mistake quiet for irrelevant. They’re raising families, leading teams, making big purchases—and they’re still the ones paying for everyone’s phone plans.
What makes Gen X tick?
- Skeptical. Savvy. Self-reliant. Raised during Watergate, MTV, and economic uncertainty, they know how to read between the lines—and they spot B.S. fast.
- Digitally fluent, but grounded. They embraced tech early—from dial-up to iPhones. They’re not glued to TikTok—but they are on Facebook, YouTube, and LinkedIn.
Chart: Platform usage among Gen X – over three‑quarters on Facebook, 70% on YouTube, and solid presence on Instagram, LinkedIn, and Twitter. Source: SlickText, via Sprout Social
- They spend. A lot. Gen X averages over $83K in annual household spending and commands more than $350B in buying power.
Source: Visual Capitalist
- Loyal to brands—but only the ones that earn it. Over 70% of brands report Gen X shows the strongest loyalty, and 55% research thoroughly before buying.
Source: The Future of Commerce
How to connect with them
1. Lead with value. Flash won’t win here. They want quality, durability, and a reason to believe.
2. Play the nostalgia card (but don’t overdo it). A subtle nod to the ‘80s or ‘90s—retro fonts, vintage soundtracks, old-school packaging—can unlock trust.
3. Show up where they are. Facebook, YouTube, Netflix, LinkedIn, and email. Just keep it useful—not noisy.
4. Support the research journey. They want specs, reviews, and a seamless checkout. Loyalty programs and mobile wallets don’t hurt either.
5. Respect their role. They’re decision-makers at work and at home—guiding Gen Z kids and leading teams.
Why Gen X still matters
They average 480 shopping trips annually and top the charts in grocery and general merchandise spend.
Source: Numerator
They also make up a large share of luxury buyers, with a taste for quality, storytelling, and experience—online or in-store.
Souce: Vogue Business
Bottom line
Gen X may not dominate trending hashtags—but they dominate household budgets, brand loyalty, and decision-making. Speak to them with substance, not flash. Earn their trust, and you’ve got a loyal customer for life.
