Having long lived in the shadow of Baby Boomers and Millennials, Gen X are racing against time to make their influence felt, while juggling their care-giving and financial responsibilities.
What's in the report?
Dive into the topics driving Gen X-ers (born between 1965 and 1980), the key consumer behaviours brands need to know about and speculative future scenarios to 2030.
Drivers
What influences are shaping the future for Gen X? We explore their identification as The Forgotten Generation; how their cynicism and self-determination make them Sceptical Loyalists; and how their Impeded Influence at work and in wider society has been hamstrung by the durability of older generations.
Insight
Here we explore the challenges and aspirations defining Gen X.
Success & Achievement: Balancing Financial Burdens and Work Equity Benefits
Technology: The Forgotten Followers
Health & Wellness: Healthcare Pioneers and Nostalgic Pursuits
Community & Identity: Generational Lynchpins
Sustainability: Responsible Recyclers and Eco-Leaders
Foresight
Here, we expand on speculative future scenarios to 2030. For Gen X, we explore: the effects of Middlescence Reinvention; the rise of the Worktirees; the mindset of the Budgetary Barterer – how this generation will balance financial and family priorities and rethink retirement and middle age.
Strategic Implications and Thought-starters
Actions and future considerations for brands and businesses.
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