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 far too long, and this holiday season The New York Times gave that story a spotlight, with my perspective on Gen X consumer behavior included in the feature.
Why is Gen X the most overlooked generation this holiday season?
Because brands keep centering younger generations while Gen X quietly does the spending. Gen X sits at a critical life stage where they’re not only spending in a big way, they’re significantly influencing the spending of other generations. Our research shows:
- Gen X is in a key, high-earning phase of their career
- Aging parents count on Gen X for spending, investing, and life-stage choices
- Gen X is informing, and often funding, their kids’ spending
- Brands that connect with Gen X earn strong, lasting loyalty
The insight I shared with The New York Times
One idea I keep coming back to is that Gen X often becomes the glue in the consumer spectrum. 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 many Gen X consumers feel like brands are speaking to everyone but them. In the article, several Gen Xers described that disconnect directly: they know exactly where their holiday money is going, and they’re eager to find brands that understand their priorities.
Which industries should pay attention to Gen X?
The ones with the most to gain right now include:
- Retailers, from luxury to affordable
- Financial services, especially investments, insurance, and banking
- Healthcare and wellness
- Hospitality, travel, and restaurants
When companies truly understand Gen X, especially through the unique data we lead at CGK, they connect with what actually drives this generation. And unlike younger generations who shift preferences quickly, Gen X rewards that connection with long-term brand loyalty.
What Gen X is actually asking for
Gen X doesn’t need flashy campaigns or over-the-top attention. They want brands to reflect the life they’re living now, one that often balances work, family, caregiving, financial goals, and the sandwich stage of life. Meet them there and the impact is massive.
I’m grateful to The New York Times for spotlighting this conversation and including my perspective from the Gen X research we lead at CGK. You can read the full article, or head to my LinkedIn post to see my featured quotes and join the conversation.
Gen X is the glue in the consumer spectrum, spending for themselves while influencing the spending of every generation around them.
Q: Why are brands overlooking Gen X this holiday season?
A: Brands keep centering younger generations in marketing while Gen X does the spending. Gen X is in a high-earning life stage, supports aging parents, and often funds their kids, yet frequently sees very little marketing that reflects their reality.
Q: Why is Gen X important for holiday spending?
A: Gen X is in a high-earning phase, influences the spending of both parents and children, and rewards brands that connect with them with long-term loyalty, which CGK describes as being the glue in the consumer spectrum.
Q: Which industries should focus on Gen X consumers?
A: Retailers from luxury to affordable, financial services (investments, insurance, and banking), healthcare and wellness, and hospitality, travel, and restaurants.
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 200 research studies. Adweek calls him a "research guru." His mission is to deliver new insights and practical strategies that solve business challenges for leaders.
