Gen X Is Way Too Overlooked This Holiday Season—Thrilled to Be Featured Busting Gen X Consumer Myths in The New York Times!
Gen X consumers have been overlooked for way too long. Now is the time for brands, retailers, services providers, and bold leaders to focus on this critically important yet frequently undervalued generation. I was thrilled to help cast a big spotlight on the tremendous potential Gen X brings by being included in a feature story in The New York Times!
Gen X is at a critical life stage where they not only are spending in a big way, but significantly influencing the spending of other generations. Our research shows:
- Gen X is in a key, high-earning phase of their career
- Aging parents are counting on Gen X for spending, investing, and life stage choices
- Gen X is informing (and often funding!) their kids spending
- Frequently overlooked, brands that connect with Gen X gain strong loyalty
One of the key insights I shared in the interview is that Gen X often becomes “the glue in the consumer spectrum.” They’re at a life stage filled with responsibility, influence, and decision-making power. They’re supporting aging parents, helping adult children, and navigating their own needs at the same time—all while continuing to spend meaningfully.
And yet, despite this real buying power, many Gen X consumers feel like brands are speaking to everyone but them, especially this holiday season.
In the article, several Gen Xers talked about this disconnect directly: they’re preparing to spend for the holidays, they know exactly where their money is going, and they’re eager to find brands that understand their priorities. But when they look at marketing, campaigns, and messaging, they often see younger generations centered—and very little that reflects their own reality.
That contrast is important. Gen X is spending not only because they have the financial backing to, but also because they care deeply about showing up for the people in their lives, whether that means creating meaningful holiday memories, supporting their households, or continuing traditions they’ve carried forward for years. They’re thoughtful, intentional, brand-loyal and values-driven in how they spend…But they notice when brands don’t seem to recognize them.
Industries that should be paying major attention to Gen X now include:
- Retailers, from luxury to affordable
- Financial services, especially investments, insurance, and banking
- Healthcare and wellness
- Hospitality, travel, restaurants, and more
When companies take the time to truly understand Gen X—especially through the unique data that CGK provides—they can deeply connect with Gen X’s motivations, priorities, influences, and the role Gen X plays as a trendsetter and financial support across generations. Gen X responds to brands that see them, respect them, and design with them in mind. And unlike younger generations who tend to shift preferences quickly, Gen X rewards that connection with long-term brand loyalty.
And Gen X is vocal about wanting to feel included. They don’t need flashy campaigns or over-the-top attention. They simply want brands to reflect the life they’re living now, which are lives that often balance work, family, caregiving, financial goals, and often being in the sandwich stage of life. When you meet them there, the impact is massive.
If you lead a brand, shape customer experience, or guide marketing strategy, this is a moment to prioritize Gen X as up for grabs and worth the investment. Gen X is a major consumer force too often overlooked that influences spending across generations. And they’re telling us exactly what they need in order to feel valued.
I’m grateful to The New York Times for spotlighting this conversation and including my perspective based on the Gen X research we lead at CGK. I think it’s going to spark some much overdue dialogue—and hopefully, better engagement with an incredible generation that has been hiding in plain sight for far too long!
Read the full article here, or click over to my LinkedIn post to see my featured quotes and join the conversation in the comments. I’d love to hear your thoughts!
Posted: December 18th, 2025
Categories: Generations | Inspiration | Keynote Speaking | Leadership | Trends | Workforce
Written by Jason Dorsey
Jason Dorsey is an acclaimed generations and behavioral researcher and speaker. He's received over 1,000 standing ovations for his unique keynote presentations. Jason has led over 120 research studies. Adweek calls him a "research guru." His mission is to deliver new insights and practical strategies that solve business challenges for leaders.
