- Gen X might not grab headlines like boomers or Gen Z, but they’re a generation with serious influence. In 2026, they’re in their 40s and 50s, managing mortgages, raising teens, caring for aging parents, and yes, still making space for things like smart TVs and hitting their step goals. Let’s talk about what makes this audience tick, and how you can connect with them in the right way.
Who is Gen X?
Born between the mid-60s and early ‘80s, Gen Xers grew up with mixtapes, MTV, and mobile phones the size of bricks. These days, they’re building careers, investing smartly, and staying plugged into the latest tech. Sitting between boomers (the generation born in the baby boom post-World War Two) and millennials (who surely need no introduction – the headlines on the consumption of avocado toast ending dreams of buying houses are a dime a dozen), Gen X has earned a reputation for being independent, pragmatic, and often underestimated.
8 key characteristics of Gen X
So what defines this generation in 2026? We’ll break it down and then explore each point in detail to discover how you can tap into this key audience.
- Gen Xers have more money than you might think
- They’re motivated by value
- They have a unique path to product discovery
- Gen X has high brand loyalty
- Gen X is into holistic health
- They have a relatively high interest in new tech
- Gen Xers like smart home products
- They have varied social media habits
Gen Xers have more money than you might think
Forget the “middle child” stereotype. Gen Xers are financial powerhouses.
They’re the most likely generation to be high earners, and they’ve built real wealth over time. They’re also more likely to own property than baby boomers, with some of the latter having downsized to rentals, moved in with family, or having moved into senior living communities. In the Netherlands and UK, over half of Gen X say they’re good at managing money (57% and 54%, respectively). They’re smart with cash and serious about financial planning.
