Affectionately known as the Latchkey Generation and no strangers to forging their own paths, Gen X is one of the most overlooked consumer populations with the highest loyalty potential. These shoppers, sandwiched between old-school Baby Boomers and tech-savvy Millennials, do represent a much smaller group of people – only 65 million, compared to 74 million Millennials – but they’re an incredible force in the ecommerce arena. If your brand isn’t targeting Gen X consumer power, it’s missing out on the audience insights of an entire demographic that demonstrates more brand loyalty and influence than any subsequent generation.
Gen Xers are uniquely positioned in society because the vast majority are simultaneously caring for aging parents while also raising their own children. Anyone in this type of dual caretaking role will automatically prioritize convenience and simplicity – they simply don’t have time for anything less.
From a media standpoint, they’re also unique because they’ve straddled both worlds — they grew up with traditional media but adapted early to digital. That makes them highly versatile and reachable across multiple channels. This population is also currently in their 40s, 50s, and 60s, meaning they’re solidly in their peak earning years, have significant influence over family spending, and have accumulated wealth through decades of career progression.
Generational Theory: Understanding Gen X Buying Behavior
Generational theory is a fairly new way of categorizing human experiences and predicting digital behavior, and because it hasn’t been around long, opinions are mixed on its efficacy in marketing. According to our seasoned (human)x Director of Analytics, Clayton Sheppard, generational theory can be helpful when initially defining demographics; 2025, for example, launches the newest people group, Generation Beta. This generational consumer cohort will grow up in a world where AI has always existed.
In stark contrast, Gen Xers grew up making their own mixtapes from their favorite FM stations and slogging through dial-up internet. Yes, only a few decades later, this group is heavily invested in stocks and the latest technology, but their childhoods were punctuated by riding bikes to friends’ houses instead of Face Timing them from their phones. These experiences shaped Gen X into an age bracket that’s fiercely independent and pragmatic, respectful of high-value products, and extremely loyal to brands.
Key Takeaway: Generational theory is useful as a lens, but not as a rulebook. It gives us a shorthand to understand cultural context, but we can’t lean too heavily on labels, because people are shaped just as much by life stage, income, geography, and values as they are by their birth year. At the end of the day, you need to dig deeper with behavioral and psychographic data if you want to market effectively.
Because they watched technology expand at rapid speeds through their elementary, teen, and college years, Gen X digital behavior has wholeheartedly embraced omnichannel shopping. However, since generations are a man-made concept and subject to constant change, we also have to acknowledge that these theoretical predictions aren’t always reliable, even if they do provide a great jumping-off point for Gen X marketing strategy.
Gen X Marketing Strategy Basics: Targeting Gen X in 2025
We leaned on our (human)x Director of Analytics for deeper insights into generational marketing, specifically regarding Gen X roots and the evolution of their purchase behaviors:
Compared to other generations, how is Gen X targeted and how has it changed?
Clayton Sheppard: When I started in this industry, Gen X was being reached mainly through traditional mass channels: TV, print, and radio. That’s shifted dramatically. Today, Gen X is increasingly active on Facebook, YouTube, LinkedIn, and streaming services. Unlike younger generations, they’re less swayed by trend-driven campaigns and more responsive to straightforward, value-focused messaging. The biggest change is that we now use data-driven targeting to recognize their hybrid lifestyle. Digital-first, but still engaged with some traditional channels.
How do you split your targeting between your current and new audiences?
Clayton Sheppard: It’s always about balance. You can’t abandon your core audience — they’re your revenue base. But you also have to seed the next generation if you want long-term relevance. What I’ve found works best is tailoring messaging to meet each audience where they are. For Gen X, that might be more pragmatic and utility driven. For younger audiences, it’s more about cultural relevance, values, and experiences. The trick isn’t choosing one over the other, it’s segmenting and personalizing so each feels like you’re speaking directly to them.
Leap Lesson: Don't Chase, Connect
After years of research and lived marketing experience, (human)x has proven that brands can leverage audience insights to market less, matter more, and create the most relevant ads. In the words of our Director of Analytics, here’s how:
“The answer is to stop chasing volume and start chasing relevance. When you really understand what motivates your audience — whether it’s Gen X looking for efficiency and trust, Millennials seeking personalization and convenience, or Gen Z aligning with causes — you don’t need to shout. You simply connect. The best brands I’ve seen succeed are the ones that step into the role of being useful, authentic, and culturally aware, rather than just selling. That’s when marketing matters more than the transactions it drives.”