Gen X: Now and Next 2024–2025

From Ambiguity to Advocacy

Overview

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

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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

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‘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.

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Explore Generations

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

Boomers

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

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

Millennials

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

Selfridges, UK

Gen Z

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

Lapse, UK

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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