Next-Gen Insights: Gen X

TL;DR

Gen X consumers are digitally capable but nostalgic for tactile media and shared cultural moments. To reach this audience, your brand needs clarity and consistency — and don’t be afraid of physical media.

The generation that figured it out themselves.

Gen X has long been the “forgotten middle child” of generational marketing. But their influence and purchasing power are anything but forgettable. This is the generation of latchkey kids, unsupervised bike rides across town, rickety skateboard ramps in the driveway, and social lives that revolved around the McDonald’s parking lot.

Their childhoods were shaped by pure analog reality: vinyl records, mixtapes captured from the radio, cable TV marathons, and world events that hit hard and close. During our roundtable discussion, many Phire Group Gen Xers described the Challenger explosion or the LA riots as formative cultural moments that reinforced a simple truth:

Nothing is guaranteed. You have to figure things out yourself.

This perspective shaped a generation with a steady can-do attitude. Not overly optimistic. Not cynical. Just confident they will find a way. They value independence, directness, and problem-solving. And they bring this mindset to the buying journey, too.

Where nostalgia meets know-how.

Gen X sits in a unique place. They are fully capable in today’s digital world, but they remember life before it. They were the last group to experience shared monoculture, where everyone quoted the same movies and watched the same shows. They also remember the joy of flipping through magazines, the tactility of physical media, and the simplicity of information that was not algorithmically sorted.

Phire Group Gen Xers note that their relationship with modern media is often “one foot in and one foot out.” Many use Instagram, TikTok, or YouTube, but with a degree of distance. They scroll for entertainment, not identity. They trust their instincts over influencer claims. And they still crave communication that feels human, grounded, and real.

For brands, customers in this audience require clarity and consistency. Give them straightforward information, honest messaging, and value that stands on its own. Do not overhype. Do not overpromise. Create opportunities for real human connection — and don’t shy away from physical media if it aligns with your overall brand strategy.

Gen X is very financially capable of rewarding brands that respect their intelligence and their time. But converting these customers isn’t a walk in the park. Because they were raised to think for themselves, and they still do.

Explore more Next-Gen Insights. See our pieces on Gen Z and Millennials.