Gen X might not grab headlines like boomers or Gen Z, but they’re a generation with serious influence. In 2025, they’re in their 40s and 50s, managing mortgages, raising teens, caring for aging parents, and yes, still making space for things like smart TVs and hitting their step goals. Let’s talk about what makes this audience tick, and how you can connect with them in the right way.
Born between the mid-60s and early ‘80s, Gen Xers grew up with mixtapes, MTV, and mobile phones the size of bricks. These days, they’re building careers, investing smartly, and staying plugged into the latest tech. Sitting between boomers (the generation born in the baby boom post-World War Two) and millennials (who surely need no introduction - the headlines on the consumption of avocado toast ending dreams of buying houses are a dime a dozen), Gen X has earned a reputation for being independent, pragmatic, and often underestimated.
So what defines this generation in 2025? We’ll break it down and then explore each point in detail to discover how you can tap into this key audience.
Forget the “middle child” stereotype. Gen Xers are financial powerhouses.
They’re the most likely generation to be high earners, and they’ve built real wealth over time. They’re also more likely to own property than baby boomers, with some of the latter having downsized to rentals, moved in with family, or having moved into senior living communities. In the Netherlands and UK, over half of Gen X say they’re good at managing money (57% and 54%, respectively). They’re smart with cash and serious about financial planning.
Why it matters: With more spending power and stronger financial habits, Gen Xers are primed for premium products and services. For brands, this is a green light to position offerings around value and quality, and not just affordability.
They know what they want, and they want it at a fair price.
While they might be well-off, this generation is still incredibly value-driven, particularly when it comes to essentials. In Europe, 80% say price is the top factor when choosing an energy supplier. They also consider things like tariff options (46%), brand trust (28%), and how easy it is to switch (24%). For household products, price still leads the way, but quality, performance, and special offers matter too. It's not just about finding the cheapest option. It’s about getting real value.
Why it matters: Gen Xers aren’t solely chasing discounts. They’re weighing up quality, reliability, and brand reputation. Marketers need to focus on practical benefits and long-term value if they want to win this audience.
Scroll-stopping ads? Sure - they can be a quick win for other generations. But Gen Xers are more deliberate when they shop. 55% of Gen X research products online before buying - which is higher than it is for younger generations. Price comparison sites are a favorite too, with 30% saying they mainly use them for product research. They also stand out for discovering brands on traditional channels like TV ads and search engines. Bottom line: if your brand isn’t showing up in both new and old-school spaces, you’re not on their radar. And trust us, with their filled piggy banks, you want to be.
Why it matters: Gen Xers use both digital and traditional media to discover new products. Brands need to ensure consistency across these channels to meet them wherever they are - and earn their trust along the way.
This generation isn’t the type to jump ship for a tiny discount. They’re 13% more likely to use loyalty programs than the average consumer, and 47% say they’re loyal to brands they like - compared to 43% of Gen Z. Over half say they’d rather pay more for a brand they know than risk a cheaper, own-label product. So if you’ve earned their trust, don’t take it for granted.
Why it matters: Gen X loyalty runs deep, but it’s not a given. Brands that deliver consistency, quality, and great service can turn this generation into long-term advocates.
Green juice and gut health aren’t just millennial territory.
42% of Gen Xers say they’re interested in nutrition and health-focused food or drinks. Dietary requirements are also more common in this generation. Those identifying as dairy-free are up 20% year-on-year, and nut allergies have jumped by 31%. But this isn’t about restriction. Vegetarianism is on the rise (up 13% since 2023), while veganism in this generation has dropped by 39% in that timeframe. They want balance, not extremes. 21% say they seek out alternative therapies - a side of acupuncture with their wellness check, perhaps - and 25% are excited about personalized medicine.
Why it matters: This generation takes a flexible, practical approach to wellness. Brands offering inclusive, balanced health solutions and not rigid regimes will land best with this crowd.
They might’ve grown up on dial-up (we’re sure they can still hear the noise of the internet booting up), but Gen Xers are plugged in.
37% say they follow the latest tech news, interestingly the same percentage as Gen Z. And it’s not just talk. Between 2021 and 2024, Gen X smartwatch ownership rose 34%. Nearly half (45%) say they’re excited about AI, and 15% have used ChatGPT in the past month. Bottom line: they’re not afraid of the future of tech. They’re curious, capable, and ready to explore it.
Why it matters: Gen X is often overlooked in digital-first campaigns or products, but they’re paying attention. Messaging that respects their tech fluency and focuses on usefulness will resonate most.
Gen Xers are so tech-savvy that they're even making their homes smarter too. Since 2022, smart TV purchases are up 26%, and ownership of smart home products has risen by 14%. Security systems in particular have taken off, with ownership up 111%. For Gen X, it’s all about convenience, comfort, and peace of mind.
Why it matters: This generation wants tech that works for them, making life easier, safer, and more efficient. Home and lifestyle brands that tap into those needs will find an interested audience - and, as we mentioned earlier, they’ll be loyal with their wallets.
They’re not glued to TikTok, but they’re far from offline.
Facebook is Gen X’s most used social media app, followed by Instagram, TikTok, and X. They’re branching out too. Since late 2023, Threads has seen a 107% jump in Gen X engagement, and Reddit use is up by 15%. When it comes to who they follow, it’s a mix of personal and pop culture - friends and family, TV shows, food personalities, and musicians are all in the mix.
Why it matters: Gen Xers don’t need novelty or gimmicks, they need relevance. Social content should match their interests and values, not just chase the latest trend.
They’re not flashy. They’re not loud. But Gen X is quietly shaping everything from finance and tech to wellness and brand loyalty.
As they move deeper into their peak earning years, their influence is only growing. If you’re overlooking them in your marketing strategy, now’s the time to take a closer look.