Generation X, those born between 1965 and 1980, is positioned as the global consumer economy’s most influential demographic through at least 2033. Despite being numerically smaller than millennials and Gen Z, Gen X leads spending across food and non-alcoholic beverages, beauty, and alcohol, showcases digital savvy, and prefers name brands over store labels. Furthermore, as “the sandwich generation,” Gen Xers influence purchasing not just for themselves but also for their children and parents, managing trillions in spending power.
Key Takeaways
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Gen X leads in global spending: Despite their smaller population size, Generation X currently holds the highest spending power of any age group worldwide.
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Highly digital and brand loyal: Gen Xers defy outdated notions about older consumers shunning technology.
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Central to household purchase decisions: Gen X frequently acts as “the sandwich generation,” managing spending for themselves, their children, and their parents. Gen X women, in particular, are influential, commanding half of global consumer spend and shaping the majority of household purchasing decisions.
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