America has four living generations that marketers may be called upon to address. Each poses its own opportunities and challenges, but this four-part series of infographics is designed to create a point of entry to understand a little more about Millennials, Gen X, Baby Boomers, and Traditionalists. Here’s what marketers need to know about Generation X:
Though they once had the reputation of being slackers, Generation X is now technologically savvy and is responsible for founding companies such as Google, YouTube, and Amazon. According to MetLife’s Demographic Profile of America’s Gen X, creating familial stability is very important to Gen Xers. They desire to save money, own a home and have a clear work/life balance. Clear communication on value — and a little humor — will resonate with this generation, since they tend to be results-oriented, skeptical, and careful with their time. A message that’ll motivate Generation Xers: Forget the rules, do it your way.

It’s funny—Gen X often feels like the “middle child” of American generations, not quite as obsessed over as Boomers or Millennials. But in 2025, they’re at the heart of a lot of key trends. Think about the rise of hybrid work; Gen Xers generally pushed for practical flexibility, wanting to skip needless office hours yet still actually, you know, work. You can see their fingerprints all over the current landscape of digital transformation, quietly but consistently making tech decisions that shape both business and culture.

As consumers, Gen Xers have this steady approach: they research before buying, tend not to fall for flashy promises, and honestly, they’ll sniff out a gimmick from a mile away. That’s maybe why brands with long-term value propositions and authentic storytelling tend to do well with them. Loyalty looks a bit different here than for younger crowds—it gets earned slowly, and lost even more slowly, if you can stay consistent. They remember when things broke down, so reliability actually matters a ton.

Sarah Corley is a marketing specialist at the WSOL agency where she works with clients to deliver stellar results via social media strategy. She has Bachelor of Science degrees in graphic design, journalism and public relations. Professionally trained in singing and dancing, Sarah also enjoys creating mixed media art, cooking, and collecting Pantone Universe accessories.

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