GenX: A demographic power shift that will change everything about aging
- Nicole Munsey
- Apr 16
- 2 min read
Download the PDF of this Morning Light Strategy POV.
Gen X has the highest spending power of any generation. Why are they invisible in marketing?
All of Gen X will be 50+ by 2030. (3 in 4 of them are 50+ already!)
And they are already reshaping expectations around aging, spending & strategy.
For years, Gen X was overlooked in marketing, sandwiched between Boomers and Millennials. Now they're in the driver's seat:
Raising kids and caring for parents
Making major financial and career decisions
Redefining what 50+ looks like
They're in their peak earning & spending years.
Gen X has the highest spending power of any generation - but most campaigns don't market to them.
Gen X is working, spending & investing.
Gen X is working longer, investing differently, and financially supporting multiple generations.
30% of Gen X are actively supporting both their children and their parents. Source: MarketWatch
1 in 3 Gen Xers has a houshold income > $100,000 - but most campaigns don't market to them.
A Bridge Generation
They may have grown up analog, but they are fully adapted to digital.
90% of Gen X own smartphones. Source: Statista
80% of Gen X uses social media. Source: Statista
They expect seamless experiences that are mobile-first, but not mobile-only. They have high brand loyalty, but expect personalized engagements.
Not just "Next in Line"
They are shifting expecations around aging, tech, wellness, wealth, and work. Gen X isn't a transitional generation; they're a transformation generation that is already reshaping what it means to be 50+.
And they're not waiting for brands to catch up.
We can help you understand them - and act on what's next.
Click here to get started.
About Morning Light Strategy: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older and longer-lived demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
