Born between 1965 and 1980, Generation X is often called the “sandwich generation,” balancing the responsibilities of caring for aging parents while also supporting their own children. They are highly educated and frequently occupy leadership roles in the workforce.

Shopping Behaviors

• Balanced Shopping Preferences: Gen X values both online and in-store shopping. While they use e-commerce for convenience, they also appreciate the tactile experience of physical stores, especially for groceries and home improvement items.
• Brand Loyalty and Practicality: Known for their loyalty and pragmatic approach, Gen Xers stick with brands offering high-quality products and good value for money, often remaining with their trusted favorites over the long term.

Income and Spending

• Income Levels: Now in their peak earning years, many Gen Xers hold high-income positions. Despite having considerable disposable income, they face financial pressures from supporting both older and younger family members.
• Annual Spending: Much of their spending goes toward family-focused priorities like education, homeownership, and healthcare. They also value experiences, allocating funds toward travel, dining, and entertainment.

Online and Social Media Behavior

• Social Media Usage: Generation X is active on platforms like Facebook and LinkedIn for networking, staying informed, and connecting with loved ones.
• Research-Driven Purchases: Before making a purchase, Gen Xers conduct thorough online research. They look for detailed product information, peer reviews, and recommendations to guide their decisions.

Key Insights for Marketers

• Multi-Channel Marketing: Reach this demographic effectively by blending digital and traditional media. Email marketing, SEO, and social media campaigns are particularly impactful.
• Value and Quality: Emphasize how your products offer durability, transparent pricing, and strong customer testimonials—all elements Gen Xers appreciate.
• Family-Centric Messaging: Highlight solutions that simplify family life, underscore long-term value, and resonate with their practical mindset.