The Importance of Businesses Not Overlooking Generation X
Generation X, born between 1965 and 1980, is poised to become the most influential and overlooked consumer cohort of the next decade. According to a recent report by World Data Lab, Gen Xers are currently the highest-spending generation globally, with an estimated spending power of $15.2 trillion in 2025, projected to reach $23 trillion by 2035 [1][2][4].
This demographic, currently aged 45 to 60, is set to increase spending across three key categories: Food and Nonalcoholic Beverages (+$507 billion), Beauty (+$80 billion), and Beverage Alcohol (+$42 billion) in the next five years [1][4].
Key Spending Categories for Gen X
Gen X consumers prioritize three specific categories significantly. In the realm of Food & Non-alcoholic beverages, the category is expected to grow by +$507 billion between 2025-2030. Beauty products are set for an +$80 billion increase, and Beverage Alcohol is projected to increase by +$42 billion in the same period [1][4].
Shopping Behaviors of Generation X
Gen X shoppers are value-driven and research-oriented, preferring long-term value over impulse buying and thoroughly researching products before making a purchase. They validate brand claims through expert and peer reviews [3].
This demographic is also skeptical but tech-savvy, raised during economic and political uncertainties, and tend to be cautious yet embrace technology, with significant use of smart devices and AI for shopping and task automation [4]. Brand loyalty is a significant factor, with 72% preferring name brands over private labels, emphasizing trust and authenticity [4].
Gen Xers are convenience-seeking but privacy-conscious, prioritizing time-saving solutions while being cautious about sharing data in virtual shopping due to privacy concerns [2][4]. They are omnichannel shoppers, engaging across online and offline channels, including significant participation in online resale marketplaces like Depop and Poshmark [5].
Influence on the Global Consumer Economy
Gen X's focused, value-driven spending and multi-generational influence make them a powerhouse of global consumer spending, shaping market trends, brand strategies, and retail innovation well into the 2030s [1][4].
As a major driver of global consumer spending, Gen X is the second-largest consumer market globally and outspends Gen Z by 40% in 2025 alone [2]. Their role as caretakers and financial decision-makers across generations means brands targeting them gain influence over multiple age groups and benefit from stable, high-value spending [1][4].
Their spending patterns emphasize sustainability, ethics, and authenticity, shaping brand marketing strategies and product development [3]. Their emphasis on convenience and technology adoption is accelerating the growth of AI, e-commerce, and omnichannel retail innovations globally [4].
Conclusion
The data suggests that Gen X's influence on the global consumer economy is profound and frequently overlooked by brands. Brands and retailers that invest in Gen X today will see measurable growth and long-term return on investment, according to Wolfgang Fengler, co-founder and CEO of World Data Lab [4].
Gen X will continue to shape the future of the global consumer economy for years to come, with Gen X women controlling 50% of global consumer spend and influencing 70-80% of household purchasing decisions [2]. As we move into the 2030s, the impact of Gen X on consumer behavior and market trends is set to be significant.
- Gen Xers prioritize personal-finance when it comes to food-and-drink expenditure, opting for name brands (+72%) over private labels due to their focus on trust and authenticity.
- In the realm of lifestyle, Gen X shoppers are omnichannel consumers, engaging in both online and offline shopping channels, including online resale marketplaces, as they seek convenience without compromising privacy.
- The finance sector should take note of Gen X's rising spending power and influence over the next decade, as they shift their focus towards sustainable, ethical, and technologically advanced food-and-drink, beauty, and beverage alcohol products, impacting brand strategies and retail innovations worldwide.
