X-tra Attention: Why Marketers Shouldn’t Forget Overlooked, High-Spending Generation X

Is your business overlooking the “most influential … consumer cohort of the next decade”?

That’s a mighty heavy title, and one NielsenIQ has bestowed upon Generation X and the trillions Gen Xers are “quietly driving” in consumer spending, according to the recent The X Factor report from NiQ and World Data Lab.

“For years, Gen X has been dubbed ‘the forgotten generation’ in media, policy, and even marketing campaigns,” the report says, putting their generation-leading global spending at more than $15 trillion this year. “Skipped over or bundled in with Boomers or Millennials, this small but mighty generation has quietly become the engine of global consumer spending. … If you aren’t planning with them in mind, you’re missing your most profitable current customer.”

(Source: NielsenIQ and World Data Lab)

The report found that 39% of Gen Xers accept product recommendations from their own AI assistants such as Siri or Alexa, with 40% automating and expediting their shopping decisions with AI.

“Gen X was the first generation to use the Internet, own cell phones, and purchase laptops,” the report says. “Today, Gen Xers are purchasing smart appliances, wearable health tech, and hybrid work setups, and they’re influencing the technology purchases of both their parents and their children.”

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