Why it matters: With more spending power and stronger financial habits, Gen Xers are primed for premium products and services. For brands, this is a green light to position offerings around value and quality, and not just affordability.
They’re motivated by value
They know what they want, and they want it at a fair price.
While they might be well-off, this generation is still incredibly value-driven, particularly when it comes to essentials. In Europe, 80% say price is the top factor when choosing an energy supplier. They also consider things like tariff options (46%), brand trust (28%), and how easy it is to switch (24%). For household products, price still leads the way, but quality, performance, and special offers matter too. It’s not just about finding the cheapest option. It’s about getting real value.
Why it matters: Gen Xers aren’t solely chasing discounts. They’re weighing up quality, reliability, and brand reputation. Marketers need to focus on practical benefits and long-term value if they want to win this audience.
They have a unique path to product discovery
Scroll-stopping ads? Sure – they can be a quick win for other generations. But Gen Xers are more deliberate when they shop. 55% of Gen X research products online before buying – which is higher than it is for younger generations. Price comparison sites are a favorite too, with 30% saying they mainly use them for product research. They also stand out for discovering brands on traditional channels like TV ads and search engines. Bottom line: if your brand isn’t showing up in both new and old-school spaces, you’re not on their radar. And trust us, with their filled piggy banks, you want to be.
Why it matters: Gen Xers use both digital and traditional media to discover new products. Brands need to ensure consistency across these channels to meet them wherever they are – and earn their trust along the way.
Gen X has high brand loyalty
This generation isn’t the type to jump ship for a tiny discount. They’re 13% more likely to use loyalty programs than the average consumer, and 47% say they’re loyal to brands they like – compared to 43% of Gen Z. Over half say they’d rather pay more for a brand they know than risk a cheaper, own-label product. So if you’ve earned their trust, don’t take it for granted.
Why it matters: Gen X loyalty runs deep, but it’s not a given. Brands that deliver consistency, quality, and great service can turn this generation into long-term advocates.
