Don't forget the 'Forgotten Generation'.

Born between 1965 and 1980, they grew up in an era were society was less focused on children and more focused on adults. The demise of the nuclear family, coming home from school to an empty house with both parents working and divorce rates at their highest in decades, these ‘latch-key kids’ grew up to be...

savvy, strongly independent and resourceful.

They are considered one of the top loyal brand users. Gen X will repay excellent products and experiences with their loyalty.

Social tribes

Growing up in a disaffected era, Gen Xers became bored and disillusioned, so looked for connection within social-tribal identities: Skaterboys, BMXers, Punk, New Romantics, Grunge, Indie, Heavy Metal to name a few.

Brands wanting to attract Gen X cantap into their need for community and belonging.

"Gen X is the fastest-growing generation on TikTok, making up 28% of the user base. 92% of Gen X consumers use social media every day."

Wave Maker Global - Gen X Report, 2023

Digitally savvy

Overcome their trade mark skepticism and build trust. Gen Xers appreciate innovation. High-quality, informative content, blogs, white papers, apps, Facebook, Instagram, TikTok, webinars, and educational videos that they canengage with.

They had to adapt to technology morethan any other generation, andhave become digitally savvy as a result.

54% of Generation X consumers feel overlooked by brands and marketers.

Datassential, 2021

Representation matters

Often dubbed the ‘forgotten generation’,Gen X wants to feel included. A brand that represents themin an authentic way, beyond outdatedstereotypes, is sure to do well and stand out positively.