Marketing is abuzz about millennials and how to reach them because they represent the largest segment of the population. However, in our quest to appeal to millennial shoppers we must not overlook the $2.33 trillion Gen X buying power. More than fifty million Gen X consumers, those aged 35-54 in 2016, have a very different historical context then millennials. A context that impacts how they make purchase decisions and where they spend their time.
Financial crisis, evolution of the family unit and growing adoption of new technologies each played a critical role in how Gen X evolved.