free report

The Gen X Factor

Meet the Modern Gen Xer: 5 Behaviours Quietly Steering the World

Generation X has never been the loudest generation — yet today, they are one of the most influential. Often overlooked between Boomers and Millennials, Gen X now holds significant economic, cultural, and leadership power across the UK, the US, and Asia.

Our detailed report uncovers five defining behavioural codes that reveal how Gen X lives, works, spends, and makes decisions — offering brands a clear understanding of the values and expectations guiding this generation.

From their self-reliant mindset to their functional approach to wellness, this report provides invaluable insights for organisations seeking to resonate with the generation quietly shaping global markets.

Download now

Unlock the Future of Consumer Behaviour: Insights and Strategies for Engaging Gen X

The Gen X Factor-cover

Code 1: Self-Reliant by Design

Gen X grew up solving problems independently, without the safety nets or validation that younger generations experienced. Today, they expect brands to offer tools rather than hand-holding, valuing clarity, autonomy, and straightforward functionality. Whether choosing technology, utilities, or financial products, they favour solutions that respect their time and intelligence.

Code 2: Legacy in Motion

Gen X isn’t winding down — they’re planning ahead. With children entering adulthood, parents requiring care, and retirement feeling uncertain, they are shifting from building wealth to protecting it. They want simple, secure, high-control solutions for investment, estate planning, property, and second-act careers, enabling them to prepare for the future on their own terms.

Code 3: Functional Wellness

Wellness for Gen X is not a trend — it’s a necessity. They prioritise practical, evidence-based solutions that help them maintain energy, mobility, and resilience. They shun performative or fad-driven wellness culture, favouring products that provide tangible, functional benefits without overstatement or aesthetics-driven hype.

Code 4: Trust-Led Consumption

Gen X is the most discerning and least impulsive consumer group. Shaped by recessions, product failures, and over-marketing, they buy carefully and stay loyal for years once trust is earned. They value durability, engineering quality, and consistency — and abandon brands permanently when trust is broken.

Code 5: Digitally Fluent, Analog Hearted

Gen X embraces digital technology, but doesn’t allow it to dictate their lives. They prefer tech that simplifies rather than overwhelms, blending digital convenience with tactile habits. They rely on digital banking and productivity apps, but still appreciate paper planners, human support options, and tools that offer a sense of control amid digital noise.