How Generation X is quietly driving trillions in consumer spending
For years, Gen X has been dubbed “the forgotten generation” in media, policy, and even marketing campaigns. Skipped over or bundled in with Boomers or Millennials, this small but mighty generation has quietly become the engine of global consumer spending. This report will show why the next decade represents a once-in-a-lifetime opportunity for manufacturers and retailers to capture Gen X loyalty and lifetime value.

Did you know Gen X (aged 45-60) is entering its peak spending years?
In 2025 alone, Gen X consumers will drive $15.2 trillion (USD) in global spending. Between now and 2033, this cohort will be the highest-spending generation (per capita).
Our new global report, produced in collaboration with NIQ, examines key growth areas, as well as country and regional differences, in Gen X’s spending priorities over the next 10 years. It also identifies specific actions manufacturers and retailers can take to win this generation’s loyalty and earn more share of wallet.

Webinar | The X Factor: Why you can’t afford to forget Gen X
Don’t miss this once-in-a-lifetime opportunity to capitalize on “the Gen X decade.”
Date: July 24, 2025
Time: 10 am EST
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