Gen X: Now and Next 2024–2025
From Ambiguity to Advocacy
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 can access the reports here.



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.
Get the report
Generations: Now and Next 2024–2025
Full collection (£850):
Includes the 5 Generations reports (169 pages)
Individual reports (£250):
‘75% of Gen X are comfortable sharing information about their hobbies in return for a better service ’
Source: Marigold and E-consultancy
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This report is based on sector research from LS:N Global.
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