Cracking the Gen X code - Understanding the forgotten 'sandwich' generation

Remember mixtapes, dial-up internet, and the rise of grunge? Then you’re probably part of Generation X. Often overshadowed by Baby Boomers and Millennials, Gen X (born between 1965 and 1979) represents a powerful consumer group with unique characteristics and challenges.

But do brands truly understand how to engage this generation? Are marketers still too focused on Boomers and Millennials, leaving Gen X in the background? This lack of representation means missed opportunities for brands that fail to recognize the values and preferences of this often-overlooked generation.

Gen X: More than just the "Forgotten Generation"

Gen X is often seen as the “middle child”—wedged between Boomers and Millennials and, as a result, frequently overlooked. While they may not be the loudest generation, they hold significant spending power and influence. They value independence, resourcefulness, and authenticity. However, only 4% of commercial market research focuses on Gen X, according to Wavemaker Global. This highlights the urgent need for brands to take this underrepresented generation seriously.

Key challenges shaping Gen X consumers

The “Sandwich Generation” - Gen X often finds itself caring for both aging parents and their own children, leading to financial and emotional stress.

Health concerns – As they reach midlife, health issues become more pressing, including chronic illnesses, menopause (for women), and mental health challenges. Research from UCL’s Centre for Longitudinal Studies (UK) shows that people in their 40s and 50s today are physically less healthy than those who were in their 60s and 70s at the same age in previous generations.

Financial struggles – More than 50% of Gen X dips into their retirement savings to support their children, fearing they won’t have enough to retire comfortably.

Skepticism and distrust – Having grown up during times of political and economic uncertainty, Gen X tends to question institutions and advertising, placing a high value on transparency and authenticity.

Effective Marketing, Branding & Advertising strategies for Gen X

To successfully engage this generation, brands must tailor their strategies to Gen X’s specific needs. Here’s how:

1. Authenticity & transparency are key

Gen X values straightforward, no-nonsense communication. Avoid over-the-top sales pitches and build trust by providing clear, accurate information. Words like "enhance," "more," "achieve," and "receive" work well in marketing messages.

Case study: UK skincare brand Made of More was founded by Jackie Lamyman, who struggled to find quality products for menopausal women. With 92% of UK women feeling unprepared for menopause, this highlights a major market opportunity within Gen X, a group that, despite a spending power of $15 trillion, remains underserved.

2. Address their health & wellness concerns

Gen X is increasingly focused on health and well-being. Highlight the health benefits of your products or services and consider collaborating with wellness influencers, as Gen X embraces holistic wellness, alternative therapies, and supplements.

Case study: Bayer’s Age Factor App offers personalized health solutions, tapping into Gen X’s interest in proactive aging and well-being.

Case study: UK retailers Tesco and Morrisons have introduced menopause-friendly labels and dedicated shelves for health products, acknowledging the specific health concerns of Gen X women.

3. Recognize their financial reality

Gen X faces financial pressures, so offering value-driven solutions, discounts, and loyalty programs can make a difference.

Case study: EasyJet’s “Grans Go Free” campaign appeals to the sandwich generation, allowing grandparents to travel for free with their families.

Case study: Sibstar (UK), a fintech solution, helps Gen X manage elderly family members’ finances, addressing the financial strain of caring for aging parents. Their “Unforgettable Card” campaign promotes a prepaid debit card designed for caregivers of dementia patients, offering spending controls and real-time alerts.

4. Use social media strategically

While not as active on TikTok as younger generations, Gen X is highly engaged on Facebook, Instagram, and YouTube. They appreciate informative content, customer reviews, and two-way communication. Gen X content creators produce posts that are 75% longer than those of Gen Z, reflecting their preference for in-depth storytelling.

Case study: Norwich City FC’s men’s mental health campaign is a great example of how to address Gen X’s well-being through targeted digital content.

5. Focus on “active aging”

Instead of pushing anti-aging messages, brands should emphasize “active aging” and self-improvement—showing how products and services help Gen X lead fulfilling, empowered lives.

Case study: L’Oréal’s Age Perfect Rosy-Oil Serum featured 10 influencers aged 45+ to promote a positive outlook on aging, shifting away from traditional anti-aging narratives.

6. Prioritize sustainability

Gen X cares about the environment, but their actions don’t always match their beliefs. Offering sustainable products, eco-friendly packaging, and clear communication about corporate sustainability efforts can help brands resonate with this audience.

The power of brand loyalty

Gen X is one of the most brand-loyal generations. Once they trust a brand, they stick with it. According to GWI, over 50% of Gen X states that if they find a brand they like, they will continue using it. They also consider 27% fewer brands than younger consumers, and their purchases are 29% more need-driven across multiple categories compared to younger generations.

By understanding Gen X’s unique characteristics, challenges, and preferences, brands can craft marketing strategies that truly resonate with this influential yet often overlooked consumer group. It’s time to move beyond the stereotypes and recognize the power of Gen X.

Want more insights and data on Generation X and other generations (Baby Boomers, Millennials, Gen Z)? Access our Talking ‘bout Generations digital report here.

(article as published on UBA Knowledge Hub in Dutch on March 11, 2025)