This report offers a complete analysis of American Gen X from a consumer perspective. Below, we’ve summarised the key areas covered, defined the report scope, and offer handpicked insights from the report itself.
Key Areas Covered in this Report
- Gen X outlook and self-perceptions – they’ve worked hard, followed the rules, and are underwhelmed by the payoff.
- Gen X health status and priorities, as the group inches toward senior territory, opening opportunity for products and services that help them contend with the reality of aging.
- Gen X financial situation and attitudes, and the impact repeated economic downturns have had on retirement plans and savings.
- The role tech and social media play in the lives of this non-digitally native, but extremely tech reliant group.
Report Scope
For the purposes of this report, Mintel defines Gen X as the generation born between 1965 and 1979. In 2023, Gen Xers are between the ages of 44 and 58.
Gen X Consumer Overview in 2023
Gen X – currently aged 44-58 and representing 60 million Americans – is often seen as the forgotten generation, sandwiched between the sizeable Baby Boomer and Millennial groupings. And while a larger share of this cohort identifies as rule followers and aims to fit in, there’s an active subgroup that wants to stand-out, providing strong fodder for brand outreach.
How to Market to Gen X: Example Opportunity
Gen Xers are disappointed. They have worked hard, followed the rules, and are underwhelmed by the result. Mintel found that almost three-fifths of American Gen Xers agree with the statement: ‘my life isn’t where I thought it would be at this point’. Brands can address this reality in multiple ways, including by leaning into offerings that make Gen X feel good about where they are, including highlighting achievements (e.g. family, creative ventures, social impact), and providing messaging that supports mental health.
For a complete analysis of marketing opportunities available to brands, buy our full report. Alternatively, you may want to take a look at our US Gen X: Online Shopping Behaviours Market Report 2023.
Additional Features Included in Your Report
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Specialist Analysis from a Consumer Expert
This report, written by Carol Wong-Li, a leading consumer and culture analyst, delivers in-depth commentary and analysis to provide opportunities to market to Gen X.
Marketing to Gen X requires adeptly navigating a budget-conscious consumer that values quality. Gen X likes nice things, but they want to feel responsible about spending on them. They are a generation that gravitates toward following the rules. Brands can celebrate this investment in responsibility and help Gen X push beyond boundaries by establishing a comfort zone of parameters.
Carol Wong-Li
Director, Consumers & Culture
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
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Executive Summary
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- Top Takeaways
- Gen X is disappointed
- Figure 1: Attitudes and perceptions – any agree – self-perceptions, by financial situation, 2023
- Quality is the way in for Gen X
- Figure 2: Perceptions of value – quality, by key demos, 2023
- Competitive strategies
- Gen X acceptance of store brands provides a roadmap for accessible quality
- Figure 3: Perceptions of value – store/name brands, by key demos, 2023
- Strengthen personalization to strengthen resilience
- Figure 4: Budgeting by category, 2023
- Opportunities
- Brands can engender preference by helping Gen X stick to the budget
- Figure 5: Budget monitoring, 2023
- Help Gen X play savings catch-up
- Figure 6: Financial situation – investments/debt, 2023
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Gen X by the Numbers
- Gen X is 60 million strong in 2023
- Figure 7: US population by generation, 2018-28
- Figure 8: US population by generation, 2018-28
- Gen X employment outpaces gen pop
- Figure 9: Employment, 2023
- Nearly a third of Gen X rents their home
- Figure 10: Housing, by generation, 2023
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- Figure 11: Timing of planned home purchase, 2023
- Nearly one in five Gen X is separated/divorced/widowed
- Figure 12: Marital status, 2023
- Figure 13: Defining identity, 2020-23
- 30% of Gen X has adult children living in the household
- Figure 14: Age of children in the household, 2023
- Nearly a quarter of Gen X is non-White
- Figure 15: Distribution of US generations by race, 2023 (est)
- Figure 16: US population by race and Hispanic origin and generation, 2023
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- Figure 17: Distribution of US generations by Hispanic origin, 2023 (est)
- Gen X is 60 million strong in 2023
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Market Factors
- Inflation makes already cautious Gen X even more so
- Figure 18: Financial situation, 2023
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- Figure 19: Budget monitoring, 2023
- Gen X more likely to sacrifice non-essentials, leaning into low-cost/DIY
- Figure 20: Spending behavior, 2023
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- Figure 21: Impact of inflation on leisure entertainment, 2023
- Inflation makes already cautious Gen X even more so
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Competitive Strategies and Market Opportunities
- Mintel Trend Drivers
- Marketing to Gen X through the Trend Drivers Wellbeing and Technology
- Parlay Gen X love of gaming into mental health solution
- Figure 22: Perceptions of video games, 2023
- Marketing to Gen X through the Trend Driver Identity
- Create rules for Gen X to follow
- Figure 23: Let them be mindful, 2023
- Mintel Trend Drivers
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The Gen X Consumer – Fast Facts
- Gen X feel like life isn’t where they thought it would be at this point
- Brands can help Gen X achieve savings security
- Inflation has increased Gen X budgeting behavior
- Quality/durability and experiences drive value among Gen X
- Brands can help those looking to stand out amid generation of conformists
- Gen X is aware of shifting health
- Gen X feel like life isn’t where they thought it would be at this point
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Gen X Self-perceptions
- Majority of Gen X feels as if life isn’t where they thought it would be
- Figure 24: Attitudes and perceptions – any agree – self-perceptions, 2023
- Figure 25: Attitudes and perceptions – any agree – self-perceptions, by financial situation, 2023
- Three quarters of single women are contending with a shift in expectation
- Figure 26: Project Leonardo, 2023
- Figure 27: Attitudes and perceptions – any agree – self-perceptions, by marital status, 2023
- Gen X skews conformist, brands can help some groups stand out
- Figure 28: Self-perceptions – stand out/fit in, by key demos, 2023
- Gen X is future-focused, prime for planning tools
- Figure 29: Self-perceptions – future/now, by key demos, 2023
- …but the past plays a role
- Figure 30: Self-perceptions – keep/eliminate, by key demos, 2023
- Majority of Gen X feels as if life isn’t where they thought it would be
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Gen X Health
- Conditions
- Majority of Gen X identifies physical limitations
- Figure 31: Attitudes and perceptions – any agree – health perceptions, 2023
- One in four Gen Xers has a physical condition that limits movement
- Figure 32: Physical conditions, 2023
- Priorities
- Healthy eating and weight management lead Gen X health goals
- Figure 33: Health priorities – any rank, 2023
- Women more weight-focused, men interested in stress management
- Figure 34: Health priorities – any rank, by gender, 2023
- Affordable mental health options are in high demand
- Figure 35: Health priorities – any rank, by financial situation, 2023
- Accommodations
- Gen X is starting to lean into inclusive design
- Figure 36: Project Leonardo, 2023
- Figure 37: Inclusive design attributes, 2023
- Conditions
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Gen X Finances
- Savings
- Fewer than half of Gen X has a comfortable cushion of savings
- Figure 38: Attitudes and perceptions – any agree – savings, 2023
- Single women are in need of savings support
- Figure 39: Attitudes and perceptions – any agree – savings, 2023
- Gen X Hispanics lack a safety net
- Figure 40: Attitudes and perceptions – any agree – savings, 2023
- Investments/debt
- Majority of Gen X lacks retirement investments, but know they need them
- Figure 41: Financial situation – investments/debt, 2023
- Single Gen X women more likely to have student debt than investments
- Figure 42: Financial situation – investments/debt, by marital status, 2023
- Fewer than a quarter of Hispanic Gen X has retirement investments
- Figure 43: Financial situation – investments/debt, by race/Hispanic origin, 2023
- Student loan debt compounds financial struggle
- Figure 44: Financial situation – investments/debt, by financial situation, 2023
- Savings
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Gen X Spending Habits
- Budgeting
- One in five Gen Xers follow a strict budget
- Figure 45: Budget monitoring, 2023
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- Figure 46: Budget monitoring – follow a strict budget, by key demos 2023
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- Figure 47: From pinning to planning, 2023
- Prove value by proving quality
- Figure 48: Perceptions of value – quality, by key demos, 2023
- Brand
- Brand loyalty is not strong
- Figure 49: Perceptions of value – brand loyalty, by key demos, 2023
- Majority of Gen X view comparable quality between store and name brands
- Figure 50: Perceptions of value – store/name brands, by key demos, 2023
- Convenience
- Time has slightly more value than money
- Figure 51: Perceptions of value – convenience, by key demos, 2023
- Preferences
- Experience leads for Gen X
- Figure 52: Purchase preferences – experiences/things, by key demos, 2023
- Personal care category is most resilient, implying power of personalization
- Figure 53: Budgeting by category, 2023
- Figure 54: Willingness to sacrifice quality for savings by grocery category, 2023
- Budgeting
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Gen X and Work
- Motivation
- Work is driven by financial need more than personal fulfillment
- Figure 55: Financial situation – work plan, 2023
- Gen X men more likely to derive personal fulfillment out from work
- Figure 56: Financial situation – work plan, by gender, 2023
- Balance
- Majority of Gen X identifies healthy work-life balance
- Figure 57: Attitudes and perceptions – any agree – work, 2023
- Single Gen X women less likely to point to healthy work-life balance
- Figure 58: Attitudes and perceptions – any agree – work, by marital status, 2023
- Gen X Hispanics are pro-college
- Figure 59: Attitudes and perceptions – any agree – work, by Hispanic origin, 2023
- Motivation
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Gen X and Technology
- Usage
- Three in 10 online shoppers are doing so multiple times per week
- Figure 60: Digital activities in the past year, 2023
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- Figure 61: Digital activity frequency, 2023
- Gen X women are more likely than men to use tech for outreach
- Figure 62: Digital activities in the past year, by gender, 2023
- Gen X women engage with online ads, brands must keep them relevant
- Figure 63: Digital activity frequency – click on advertisements I see online, by gender, 2023
- Dads may be an untapped segment of social media users
- Figure 64: Digital activity frequency – post on social media, by parental status, 2023
- Awareness
- Majority of Gen X don’t see societal benefit of AI, need some convincing
- Figure 65: Attitudes and perceptions – any agree – technology, 2023
- Brands utilizing the metaverse must onboard women and Hispanic Gen X
- Figure 66: Attitudes and perceptions – any agree – technology, by gender, 2023
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- Figure 67: Muévelo con Pepsi, 2023
- Figure 68: Attitudes and perceptions – any agree – technology, by race/Hispanic origin, 2023
- Majority of Gen X parents are learning from their kids
- Figure 69: Skills parents have become familiar with because of their children, 2023
- Usage
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Gen X and Social Media
- Gen X remains skeptical of social media, influencers beware
- Figure 70: Daily social media use, 2023
- Perceptions
- Figure 71: Attitudes and perceptions – any agree – social media, by key demos, 2023
- Frequently used sites point to pursuit of connection, learning, fun
- Figure 72: Attitudes toward social media platforms, 2023
- Identity
- Majority of Gen X don’t feel represented in social media
- Figure 73: Attitudes toward social media platforms – for people like me, by race/Hispanic origin, 2023
- Get at the (norm) core
- Figure 74: Attitudes toward social media platforms – for people like me, by area, 2023
- Brand information
- One in five Gen X women think Instagram is good for learning about brands
- Figure 75: Attitudes toward social media platforms – good for learning about brands, by gender, 2023
- Brands reach Black consumers on Facebook, Hispanics on Instagram/TikTok
- Figure 76: Attitudes toward social media platforms – good for learning about brands, by race/Hispanic origin, 2023
- Gen X remains skeptical of social media, influencers beware
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Terms
- Data sources
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