Gartner Research

Targeting Generation X on the Cusp of Change

Published: 21 February 2019

ID: G00384623

Analyst(s): Kate Muhl


Gen X is notoriously difficult to market to — now even more so as they enter a major life stage shift. But brands that leverage the right values will be well-positioned to connect with a newly time- and money-rich cohort.

Table Of Contents


  • Key Challenges
  • Recommendations
  • Introduction
  • Analysis
    • Discretionary Time- and Income-Driven Sectors Should Dial Up Their Efforts as the Gen X Nest Empties Out
    • Align Marketing Strategies to Shifting Life-Stage-Impacted Value Priorities
    • Capture Higher Income, Educated Xers by Addressing Distinct Drivers
    • Conclusion

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