Gen X: Now and Next 2024–2025

From Ambiguity to Advocacy

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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. 

Our Generations: Now and Next 2024–2025 report takes an in-depth look at key generational demographics – Boomers, Gen X, Millennials, Gen Z and Alphas – and their evolving attitudes to technology, work, finance, education, sustainability, and health and wellness over the next 3–5 years.

Purchase the Gen X: Now and Next report below, or opt for all five Generations: Now and Next reports. Members of LS:N Global get free access to the reports here.

: Hero Image : Centre for Ageing Better

GenX Report Spreads 600x400

What's inside 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. 

Image: Karolina Grabowska

Get the report

‘75% of Gen X are comfortable sharing information about their hobbies in return for a better service ’

Source: Marigold and E-consultancy

If you are an LS:N Global member you can access the reports here

Full collection (£850):  

Includes the 5 Generations reports (169 pages)

Individual reports (£250):




All reports and the on-demand online events are available with a subscription to our trends intelligence and consumer foresight platform, LS:N Global. Explore packages and book a demo here.


Explore Generations

With access to LS:N Global you can better understand consumer evolution with continual access to our Generations resource, updated regularly.


Read more

Born 1946–1964, Boomers are generally goal-orientated, self-assured and resourceful, having thrived off post-war prosperity and still intent on shaping the world their way.

Photography by Anna Shvets

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Gen X

Born 1965–1980, Gen X-ers are the smallest cohort yet inherently adaptable, the ‘bridgers’ realising their digital dreams out of an analogue upbringing.

Photography by RF Studio

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Born 1981–1996, Millennials are a cohort that is both civic-minded and dedicated to self-improvement.

Selfridges, UK

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Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Lapse, UK

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Gen Alpha

Born 2013–2025 and wise beyond their years, this generation will be defined by their productivity and dedication to change.

Kidfluencer Starterkit by Doortje Smithuijsen and Joep van Osch

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