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CGK President Jason Dorsey was recently featured in The New York Times<\/em> to discuss a generation that has been overlooked for far too long\u2014but is more influential than many brands realize: Generation X.<\/p>\n In the article, Jason shared insights from CGK\u2019s ongoing Gen X research, highlighting why this generation sits at a uniquely powerful point in today\u2019s consumer landscape\u2014and why now is the moment for brands, retailers, and service providers to pay closer attention.<\/p>\n Gen X is currently at a critical life stage. They are not only spending in meaningful ways themselves, but also significantly influencing the spending of other generations. CGK\u2019s research consistently shows that:<\/p>\n Gen X is in a high-earning phase of their careers<\/p>\n<\/li>\n Aging parents increasingly rely on Gen X for spending, investing, and life-stage decisions<\/p>\n<\/li>\n Gen X is often informing\u2014and frequently funding\u2014the spending of their children<\/p>\n<\/li>\n When brands connect with Gen X, they earn strong, long-term loyalty<\/p>\n<\/li>\n<\/ul>\n One of the key insights Jason shared in the interview is that Gen X has become \u201cthe glue in the consumer spectrum.\u201d They are balancing responsibility, influence, and decision-making across generations\u2014supporting aging parents, helping adult children, and managing their own needs at the same time. And they continue to spend thoughtfully while doing it.<\/p>\n Despite this buying power, many Gen X consumers feel like brands are speaking to everyone but them\u2014especially during high-spend moments like the holidays.<\/p>\n In the New York Times article, Gen Xers described preparing to spend, knowing exactly where their money is going, and actively looking for brands that understand their priorities. What they often see instead is marketing and messaging centered on younger generations, with little reflection of their own reality.<\/p>\n That contrast matters. Gen X spends not only because they have financial stability, but because they care deeply about showing up for the people in their lives\u2014supporting households, maintaining traditions, and creating meaningful experiences. They are intentional, values-driven, and brand-loyal consumers. And they notice when brands don\u2019t seem to recognize them.<\/p>\n Several industries are especially well-positioned to connect with Gen X right now, including:<\/p>\n Retail, from luxury to value-focused brands<\/p>\n<\/li>\n Financial services, including banking, insurance, and investments<\/p>\n<\/li>\n Healthcare and wellness<\/p>\n<\/li>\n Hospitality, travel, restaurants, and related services<\/p>\n<\/li>\n<\/ul>\n When organizations take the time to truly understand Gen X\u2014they can connect with this generation\u2019s motivations, priorities, and outsized influence across the consumer landscape. Unlike younger generations that often shift preferences quickly, Gen X rewards brands that see and respect them with long-term loyalty.<\/p>\n Gen X doesn\u2019t need flashy campaigns or over-the-top attention. They want brands to reflect the life they\u2019re living now\u2014one that often balances work, caregiving, family, and financial goals while navigating the \u201csandwich\u201d stage of life. When brands meet Gen X where they are, the impact is significant.<\/p>\n For leaders shaping brand strategy, customer experience, or marketing, this is a moment to prioritize Gen X as both available and worth the investment. They are a major consumer force, deeply influential across generations, and increasingly clear about what they need to feel seen and valued.<\/p>\n CGK is grateful to The New York Times for spotlighting this important conversation and including insights from our Gen X research. We hope it sparks long-overdue dialogue\u2014and leads to stronger engagement with a generation that has been hiding in plain sight for far too long.<\/p>\n You can read the full article here<\/a> or visit Jason\u2019s LinkedIn post about the article (here<\/a>) to see featured quotes and join the conversation.<\/p>\n","protected":false},"excerpt":{"rendered":" CGK President Jason Dorsey was recently featured in The New York Times to discuss a generation that has been overlooked for far too long\u2014but is more influential than many brands realize: Generation X. In the article, Jason shared insights from CGK\u2019s ongoing Gen X research, highlighting why this generation sits at a uniquely powerful point […]<\/p>\n","protected":false},"author":11,"featured_media":8229,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,22,31,20],"tags":[],"class_list":["post-8227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","category-research-findings","category-trends","category-workplace-and-leadership"],"acf":[],"yoast_head":"\nWhy Gen X Matters Right Now<\/h3>\n
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The Disconnect Gen X Is Feeling<\/h3>\n
Industries That Should Be Paying Attention<\/h3>\n
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A Moment Brands Shouldn\u2019t Miss<\/h3>\n