Gen X Profile
At the height of the baby boom, there were some 77 million Baby Boomers. Gen X followed with a lackluster population of *just* 65 million people. And the world has never let us forget our uninspiring numbers.
Boomers boomed. Gen X didn’t even merit a cool nickname. Pundits couldn’t be bothered. We were X. Just X. Or, on a bad day, latchkey, lost, forgotten, middle child, and, oh yeah, slackers.
As, if.
If you came of age during the 80s, you KNOW those labels are totally bogus. We are hella not slackers. But we ARE frequently forgotten.
Talking About My Generation
Gen X faced some pretty big challenges during our time. Economic recessions. The AIDS pandemic. The Space Shuttle Challenger. We ducked under desks during Cold War drills. And despite our angst over these events, we persevered. We had to, because we were the first generation with two working parents and empty homes during our after-school hours.
Luckily being home alone wasn’t so bad. We Gen Xers grew up with some pretty great new tech. Video games, cable TV, microwaves, the PC. And let’s not forget MTV.
So, when we weren’t playing Sega, we were making mixed tapes and re-recording some of the greatest music ever written. We gave the world Nirvana. The Police. Run DMC. AC/DC. Dead or Alive. The Clash. Oingo Boingo. You are welcome!
As we adulted, our work life was also seriously not lackluster. Of course, we were busy climbing the corporate ladder. Because we believed we *had* to. Then again, we also believed in gold watches and Social Security benefits.
Stuck in the Middle with You
So, why does our bland, middle child label prevail? Who knows?
Maybe because we don’t care. Like totally don’t care. Because we are the generation with the least interest in status and labels. That is, if you believe the media. Which we don’t. Because we’re also the most skeptical generation.
Pew Research Center says we’re not used to being doted on by the media.
One reason Xers have trouble defining their own generational persona could be that they’ve rarely been doted on by the media. By contrast, Baby Boomers have been a source of media fascination from the get-go (witness their name). And Millennials, the “everybody-gets-a-trophy” generation, have been the subject of endless stories about their racial diversity, their political and social liberalism, their voracious technology use, and their grim economic circumstances. – Pew Research Center
You see? Even the paragraph supposedly *about Gen X* is really about Millennials. Gen X can’t win.
Profile of Gen X: Dote on This
Need a little help defining the profile of Gen X? Here are a few facts the media con dote on.
We Are Entrepreneurs
All our middle-grounding over the years is now leading us to follow our entrepreneurial dreams.
Consider these dreams our “middle ground” between the corporate ladder and retirement. Assuming we decide to retire. Which we may not. Because we’re unpredictable.
You see? Even that paragraph supposedly *about Gen X* is really about Millennials. We can’t win.
So if you’re still confused about who Gen X really is and are, allow me to provide a few facts the media CAN dote on.
Gen Xers Are Major Players in the Small Business Game
Gen X has a whole lot of skin in the small business game and you can expect those numbers to keep growing
People age 55+ make up 21% of the U.S. population, but own a disproportionately high 50.9% of U.S. small businesses,” according to a survey by SCORE, mentors to America’s small businesses.
We Are An Economic Powerhouse
In following our dreams, we have quietly become an economic powerhouse.
Gen X had an average annual expenditure of $83,357 in 2021—the highest of all the generations. – Visual Capitalist
In fact, the economic impact of Gen X is SO BIG, we needed a whole separate article about it. Read it here.
We Decide Elections (Electoral College Notwithstanding)
According to AARP, the share of voters 50+ in the 2018 and 2022 mid-term elections was HUGE. In the 2018 midterms, senior voters made up 56% of the voters as opposed the under 30 crowd, who clocked in at 15%. The spread was even greater in 2022 (59% vs 12%, respectively). For 2024, 85% of voters 50+ say they are extremely motivated to vote, as compared to 67% of younger voters.
We Embrace Opportunity
Our best life is still ahead of us. We’re diving into passion projects, we’re becoming digital nomads. We’re launching innovative new ventures. It took us some time to climb down from the corporate ladder. Now that we have, we are living our best lives every day.
Gen X is the mostly likely to be full time creators,” say ConvertKit (soon to be Kit), a creator marketing platform.
We Hold the Most Global Leadership Positions
Ignoring Gen X could come at the peril of major corporations, as Gen Xers hold 51 percent of leadership roles globally and will continue to grow into more senior positions, according to the 2018 Global Leadership Forecast.
We Are Generous, Hella Generous
One label do wear proudly is generous. According to Non-Profit Pro, “…despite being a smaller generation, Gen X punches above its weight.” Our giving accounts for 20% of all charitable dollars.
So, what does all this Gen X profile information mean?
It’s a Mistake for Marketers to Keep Ignoring Us
A word to those marketers who keep forgetting us…
“Big mistake. Huge!” To quote our favorite pretty woman.
Yes, we channeled our best Gen Xen when CNN AND CBS both forgot us in their generational coverage. We rolled our eyes and moved on, ha ha. Funny stuff.
But wiping Gen X from the media and marketing narrative is not going without notice. More than half of us have reported we DO care when brands ignore us, according Brave World Media.
Gen Xers are currently between 41-56 years old. They make the most money, spend the most money, and save the most money. Yet 54% of Gen Xers feel frustrated that brands constantly ignore them.”
Meet the Gen X Rebels
The Gen X Rebel is a member of Generation X (1965-1980) who defies traditional norms, values individuality, and makes their mark through entrepreneurship, activism, or creativity. Rejecting the “forgotten generation” label, we are reclaiming the narrative to showcase our position as an economic powerhouse. Shaped by social and technological shifts, we continue to drive innovation. Fiercely independent and skeptical of authority, we define success on our own terms.