Who holds the biggest wallets in today’s global economy? Not Boomers. Not Millennials. It’s Generation X.
Often labelled the “Forgotten Generation,” this cohort — born between 1966 and 1980 — are in fact the most powerful spenders of the present moment. Their annual expenditure is expected to exceed $20 trillion USD through 2033, with high-income markets set to rely on them even further. And Gen X audience research continues to show that this influence is matched by a distinctive blend of digital confidence, practical decision-making and deeply held values.
Culturally, Gen X have been defined by pragmatism and adaptability. They were the first generation to grow up with personal computers in the home, navigated the shift from analogue to digital, and continue to embrace new technologies from smart homes to AI. Today, many Gen Xers hold senior leadership positions while also balancing mortgages, children, and ageing parents — placing them at the centre of both household and organisational decision-making.
This edition of our Generations Edit series explores what makes Gen X distinctive across three areas: trust, technology and media habits, and consumer identity and brand values.
Trust: how loyalty is earned in Gen X audience research
Unlike younger cohorts, Gen X consumers are not swayed by hype. They tend to place their trust in established institutions, familiar retailers, and long-term relationships. Ipsos research shows that trust levels among Gen X are higher than Gen Z, but lower than Boomers, reflecting their pragmatic, conditional approach.
Who and what they trust
Gen Xers are sceptical of influencers. A 2025 study found they were significantly less likely than Gen Z or Millennials to trust influencer endorsements). Instead, they rely on personal recommendations, peer reviews, and consistent service to inform decisions.
In the UK, trusted brands like John Lewis, Marks & Spencer, and Boots have built reputations with this cohort by focusing on service, reliability, and community support. Loyalty programmes are also popular: Gen X are 13% more likely than average to use them, and 47% say they are loyal to brands they like, compared to 43% of Gen Z.
How trust is earned (and lost)
Gen X reward brands that deliver consistency, transparency, and value. They are less likely to switch for a small discount, but more likely to walk away if service standards slip. Unlike younger cohorts, they don’t expect perfection, but they do expect brands to take responsibility when things go wrong.
Their values also extend to community. In the UK especially, Gen X responds positively to brands that support local initiatives and environmental causes (Omni Capital). This suggests that corporate social responsibility isn’t just a Gen Z concern; it matters to Gen X too, albeit framed through stability and service rather than activism.
Implications for research
For researchers, this trust profile means:
- Professionalism is non-negotiable. Research interactions should feel polished, reliable, and respectful of time.
- Loyalty can be cultivated. Consistently good participant experiences increase the likelihood of repeat engagement.
- Community framing works. Positioning research as something that contributes to broader social or environmental good resonates with their values.
Takeaway: Gen X consumers value reliability and responsibility over novelty. To earn their trust, research should emphasise professionalism, consistency, and purpose.
Technology & media habits: digital pioneers who value convenience
Gen X were the first generation to experience personal computers at home and school in the 1980s, making them true digital pioneers. Today, their tech habits reflect both early adoption and pragmatic use.
Platforms they use
Facebook remains Gen X’s most used social media platform, followed by Instagram, TikTok, and X (formerly Twitter). Engagement is diversifying: since late 2023, Threads has seen a 107% jump in Gen X users, and Reddit usage is up 15% (GWI). YouTube is also hugely popular, with many using it for news, entertainment, and practical learning (Sprout Social).
Unlike younger generations chasing trends, Gen X follow a mix of friends, family, pop culture figures, food personalities, and musicians (GWI). They favour content that feels relevant and story-driven, whether that’s long-form YouTube explainers or Facebook updates from friends.
Attitudes to new tech
Gen X are more tech-savvy than stereotypes suggest:
- 37% follow the latest tech news, the same proportion as Gen Z (GWI).
- Smartwatch ownership rose 34% between 2021 and 2024.
- Smart home adoption has surged: ownership of security systems is up 111%, smart TVs up 26%, and other devices up 14% (GWI).
- Nearly half (45%) say they’re excited about AI, and 15% have used ChatGPT in the past month (GWI).
For Gen X, technology is not about novelty but convenience, comfort, and peace of mind. If tech improves daily life — making shopping faster, homes safer, or services smoother — they’ll embrace it.
Implications for research
For research design, this means:
- Ease is everything. Tools must be intuitive, accessible, and time-efficient.
- Hybrid models fit their lifestyles. Just as they embrace click-and-collect, research that blends online and offline formats can work well.
- Story-driven engagement resonates. Incorporating narrative or case-based elements into studies aligns with their content preferences.
Takeaway: Gen X consumers are digitally fluent but motivated by convenience. Research should focus on ease of participation, hybrid access, and story-led engagement.
Consumer identity & brand values: practical and value-driven
For all their digital fluency, Gen X consumers are defined less by trends and more by values.
Values and priorities
NielsenIQ research shows that Gen X shoppers are:
- Value-driven: willing to pay more for durability and performance, sceptical of fast fashion or cheap imitations.
- Time-conscious: juggling work and family, they prefer shopping that is fast and seamless, whether online or in-store.
- Health-aware: prioritising wellness, healthy food, clean beauty, and clear labelling.
- Practical with tech: embrace smart devices and loyalty apps when they simplify life.
Identity and self-expression
While Millennials and Gen Z often tie identity to activism or digital self-expression, Gen X tend to emphasise stability, responsibility, and community. They may not chase every trend, but they are loyal advocates when brands align with their priorities.
Implications for research
- Highlight quality and impact. Framing research around product durability, health, or community benefits will engage this group.
- Respect their time. Straightforward scheduling and efficient methods increase participation.
- Avoid gimmicks. Authentic, practical research approaches will always outperform flashy but shallow tactics.
Takeaway: Gen X consumers define themselves through pragmatism and responsibility. Research should reflect these values, prioritising clarity, impact, and respect for time.
Recruiting Gen X for audience research: practical Angelfish guidelines
Drawing on our work across sectors, these principles consistently improve Gen X audience research outcomes:
Be clear and straightforward
Lead with the “why”, what’s involved, and how long it’ll take. Gen X value direct, jargon-free communication.
Use familiar, trusted channels
Email, Facebook, LinkedIn, SMS and referrals work best. Keep sign-up flows clean, mobile friendly and purpose-led.
Screen for life stage, not just age
Capture differences in household roles, digital confidence, work patterns and financial attitudes to ensure a realistic sample.
Keep tech practical — not flashy
Use familiar platforms, simple instructions and optional test links. Gen X appreciate ease and predictability over novelty.
Respect time pressures
Offer after-work or early-evening slots, avoid long tasks, and provide structure in longitudinal studies. Efficiency builds trust.
To find out more about how we can support recruitment of this audience at Angelfish, explore our Gen X recruitment page.
Key takeaways
- Gen X hold the most spending power of any generation today and significantly influence household and organisational decisions.
- They value clarity, consistency and competence, making trust a central factor in brand and research engagement.
- As digital pioneers, their tech use blends confidence with practicality — they adopt tools that genuinely solve problems.
- Their identities are shaped by responsibility, experience and independence, resulting in thoughtful, grounded decision-making.
- Effective Gen X audience research prioritises transparency, efficient design and respectful scheduling that fits into busy, multi-role lives.
Why Gen X audience research matters now
Right now, Gen X are the most profitable group in the global economy, with spending expected to remain dominant until at least 2033 (NielsenIQ; WEF). They are pragmatic, adaptable, and quietly tech-savvy — making them essential for brands that want to capture value today.
For brands, ignoring Gen X means ignoring the generation with the deepest wallets in the current market. For researchers, it means missing the chance to engage with participants who are reliable, thoughtful, and values-driven.
At Angelfish Fieldwork, we know that connecting with each generation means understanding their unique habits, values, and motivations. Our research participant recruitment services are designed to reach the right people — from Gen Alpha to Baby Boomers — to deliver insights that really matter.
Planning a project? Let’s talk about how we can help you recruit participants who reflect the full spectrum of generational perspectives.
Further reading
Explore more from our Generations Edit series:
