Meet the Gen X Rebel
Throughout the decades, Gen X has flown largely under the wire. But being the “forgotten generation,” has seen some serious drawbacks to ingorning laebels. So enter a new player. Meet the Gen X Rebel.
Meet the Gen X Rebel
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. They especially reject the “forgotten generation” label, and are reclaiming the narrative to showcase Gen X’s position as an economic powerhouse. Shaped by social and technological shifts, Gen X continues to drive innovation. Fiercely independent and skeptical of authority, they define success on our their terms.
The Forgotten Generation
Our smaller generation of *just* 65 million people, has led to a serious ignoring in the media.
And we largely haven’t cared.
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.
We came of age during the AIDS epidemic, riots, and financial uncertainty, so we know how harmful sweeping, categorical labels can be.
We Don’t Care About Labels
We gave birth to MTV and gobbled up music videos with glee. We didn’t call it “MTV for grunge lovers” or “MTV for new wave fans.” Because we did not care what label the music wore. If it had a beat and attitude, we loved it. Punk, grunge, rap, metal, alternative, and new wave all happened along the way. From Metallica to Run DMC to Culture Club, we didn’t need to define it, we just wanted more of it.
…or Algorithms
We didn’t grow up with streaming playlists telling us what music to play. We discovered music through mixtapes, awesome human DJs, and late-night MTV binges. Our playlists were personal, hand-curated mixtapes, made with love. That’s not something an algorithm will ever replace.
…or Generational Labels
Our lack of interest in labels includes generational labels. Yes, we were shaped by our own cultural upheavals, economic hard times, and civil unrest, but who wasn’t? We really aren’t that different from the generations before us and those yet to come. We *do* love that Pew Center is finally catching up with the idea of rejecting generational labels, as they detailed in their New Stance on Generational Labels report.
All That Not Caring Has Consequences
While we might not care about the lack of media attention, blindly ignoring our “forgotten generation” moniker might be costing us.
- Gen X gets promoted less. Our fidelity to the corporate ladder hasn’t benefited us. According to the 2018 Global Leadership Report, Gen X has “moved up” an average of just 1.2 times over the past five years, as compared to our Boomer (1.4 times) and Millennial (1.6 times) colleagues.
- Marketers ignore Gen X. A lot. Gen X Bias is a real thing according to media company Wavemaker. In Finding the Gen X Factor, Wavemaker writes “Gen X makes up 31% of the global population but accounts for just 4% of industry research into different generations. Also, less than one in four (24%) of TV ads feature characters over 50 compared to the three in four (76%) that feature people from 19 to 49.
- Gen X is neglected by government and community agencies. Or at least we believe they’re neglecting us. According to the Service Corps of Retired Executives (SCORE), nearly 71.8% of Gen Xers feel unsupported by our local government, while 65.5% feel a lack of support from our state. Less than half feel supported by our local communities (48.9%) or the federal government (47.8%).
- Gen X is (allegedly) not ready for retirement: The Natixis Center, which calls Gen X the Jan Brady of generations notes that “nearly half (44%) of American Gen Xers report that it will take a ‘miracle’ to be able to retire securely. While the majority of American Gen Xers do plan to retire someday, nearly a quarter (24%) say they will not retire.”
New Labels Are Emerging
As our parents, the boomers, got older, they still boomed. We, on the other hand, have slowly allowed new lables to emerge while we weren’t looking. Our parents boomed. We squat. We encore. We sandwich. All of these new labels cast Gen X as a somewhat hapless sidekick. In our own story.
- Encore Entrepreneurs: A new-ish label, Encore Entrepreneur is the going term for people who start businesses over 50. Hang on though. Encore, nothing. Gen X is not yet taking a curtain call. We’re starting thriving, vibrant new businesses. A lot them.
- Silver Squatters: There’s the even-more icky Silver Squatters, a narrative suggesting Gen Xers will need to rely on our children to meet our retirement needs. Hello, media pros, the modern concept of squatting is significantly different than what it used to mean. So, let’s be a little less reliant on alliteration (and the visual of silver toilets), and find a better way to share this story. Which, PS, is just one very small part of the much-larger Gen X story.
- Sandwich Generation: AARP uses Sandwich Generation, but the target is a bit of a blurry. The Sandwich Generation, says AARP, is the “caregiver who’s pressed by the demands of the generations above (aging parents) and below (children or grandchildren).” But they also use Sandwich Generation to describe someone who’s caring for the generation above, and the one above that (as in a mother and a grandmother.) Either way, that narrative still positions Gen X as a middle grounder, but at least that narrative allows us to be the heroes of our own story.
About that Neglect? We Care More Than Marketers Think
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.”
Also, says Brave World Media, “It’s clear that a rewarding quality of being a member of Gen X is not caring what people think of you, or if they think of you at all, in great part because they are so busy getting things done. However, it would be wise for the marketing and advertising industry to note the Gen Xer influence and not continue to ignore them as the spending powerhouse they are.”
Don’t Count Us Out Yet
Even the “official” Gen X death clock gives us about 80 more years until extinction
Meet the Gen X Rebel
None of the above narratives truly reflects who Gen X was and who we continue to be. It misses out, entirely, on capturing the unique spirit of the people who survived and defined the 80s and 90s, and who have now become powerhouse world leaders.
Instead, they suggest we are wandering around, dazed and confused.
So, media, researchers, politicians and pundits, take notice.
There’s a new player in town. Meet the Gen X Rebels.
We, the Gen X Rebels, are stepping out of the shadows. We’re challenging the narrative. Especially the idea that we’re less interesting than our generational siblings. We also reject the prevailing narrative about our economic situation.
New Gen X Narratives
Gen X is 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, according to Visual Capitalist
In fact, the economic impact of Gen X is SO BIG, we needed a whole separate article about it. Read it here.
Don’t Call Us Old
Or grandma, granny, ma’am or “over the hill.” Age-related labels are the worst. Instead, we take inspiration from Cindy Valdez, as quoted in the NY Post piece, Aging Gen Xers demand to be called Gigi, Mimi or Gaga — anything but ‘grandma‘
Let’s be honest, my grandkids are probably going to learn their first curse words from me. That’s just who I am: I’ll be the grandma that’s taking the kids to the Metallica concert!” – Cindy Valdez
Retirement? Try Rewirement
Yes, retirement is a looming question for Gen X. But we will do what we’ve always done. Pivot. Adapt. Build new narratives. We’re already rewriting the story on retirement. Anne Chow, former CEO of AT&T Business, calls it “rewirement.”
“Rewirement” seems to be a more accurate description. It’s time to rethink – renew – reframe – recharge – reposition – reprioritize – and yes, revitalize – one’s life.🔋As such, part of my #rewirement involves embarking on new endeavors that further enable me to help others realize their fullest potential, making a difference wherever I can, as well as catalyzing lasting change and transformation – whether it be with individuals, teams or organizations. I suppose I fancy myself not a retired CEO, rather The Rewired CEO. 💁🏻♀️ What do you think? Worthy of a logo?” – Anne Chow (PS: She’s even written a piece for Forbes on the topic.)
So, we are putting the world on notice. Save some column inches for the Gen X Rebels. Our story isn’t the one you’re used to telling.
Keep this channel open. We Gen X Rebels are adding new dimensions to the narrative every day.
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.