Generation X: Understanding the consumer behavior of a transitional generation
Generation X is an interesting generation: Growing up amid uncertainty while constantly being introduced to new technologies, its members have a unique perspective on retail solutions, product preferences, and shopping behavior.
Dive into the consumer behavior of Generation X here!
Who belongs to Generation X?
Members of Generation X are generally considered to be born between 1965 and 1980 — meaning they follow the Baby Boomer generation and are followed by Millennials (also known as Generation Y).
Generation X is therefore currently in the middle of their working careers or approaching retirement.
Shared factors among Generation X members
What do people from Generation X have in common? As with all generations, it's difficult to generalize shared traits and characteristics. However, there are certain similarities that are often associated with members of Generation X.
As a consequence of growing up during shaky economic times — paired with several culturally significant events such as the fall of the Soviet Union, the rise of cable television, and the advent of personal computers — members of Generation X are often described as independent and resourceful. Furthermore, members of Generation X are said to have a particularly strong work ethic, something that has been inherited from the previous generation.
Sometimes, Generation X members are lumped together with the generation before, the boomers. But the members of Generation X are quite tech savvy, and are said to have more in common with the Generation Z members than one might expect. In terms of internet and social media, the members of Generation X are spending some time online – however quite not as much as the following generations. The most used social media app is Facebook, but many are also active on other platforms such as Threads and Reddit.
Another factor that has impacted Generation X as a group, is the perception of the generation as an invisible or ‘forgotten’ generation.
Is Generation X the forgotten generation?
Some people refer to Generation X as the forgotten generation, primarily due to the Generation X members being sandwiched between two large and culturally more powerful generations. This has resulted in Generation X receiving less attention in research and media, compared to Baby Boomers and Millennials.
However, there are plenty of factors indicating that Generation X will gain a lot more attention – and power – within the upcoming years.
The rise of Generation X’s visibility and influence
Although often seen as an invisible or forgotten generation, Generation X is expected to have a significant influence in the coming years — for several reasons:
As Baby Boomers begin to retire, members of Generation X are stepping into critical leadership roles, bringing insights and decision-making shaped by their experiences in a less spotlighted generation.
Having lived through both the pre-digital era and the rise of modern technology, Generation X offers valuable perspective — with lessons from events such as the tech boom providing unique insight.
With entrepreneurial figures like Bill Gates and Sara Blakely among its members, Generation X is often associated with a strong spirit of entrepreneurship and resourcefulness.
Furthermore, as intergenerational dialogue gains traction, there’s reason to believe that Generation X will play a key role in shaping the values and behaviors of younger generations — including Generation Alpha and Generation Beta.
The consumer behaviour of Generation X
While perhaps being seen as an invisible Generation, the Generation X members should not be underestimated – they are currently the most likely generation to be high earners. So what can be said about their consumer behaviour, and how to gain their interest and brand loyalty?
Here are some facts about the consumer behaviour of Generation X shoppers:
Generation X tend to research products online before buying – and they are a big fan of price comparison websites and similar tools.
Product quality is a key factor for Generation X shoppers, with many willing to spend extra to get a product that’s truly worth it.
Growing up with new technology constantly being introduced, members of Generation X are familiar with both authentic and surface-level marketing — meaning they’ve learned to recognize authenticity and place a high value on transparency.
Consciously or not, Generation X shoppers are influenced by social media – but they prefer credibility with realistic imagery and trustworthy promises, instead of flashy marketing campaigns.
Generation X have a high level of brand loyalty. Some sources claim that Generation X customers are more brand loyal than younger generations. This makes them less interested in trying new brands, than shoppers in other generations.
Generation X and self-scanning
Do members of Generation X use self-scanning? Yes, they do! As many self-service technologies have gained popularity over the past decade, many Generation X shoppers have integrated self-scanning into their regular shopping routines. One key driver behind this shift is said to be the COVID-19 pandemic, during which many manned counters were replaced by self-checkout kiosks.
However, compared to younger generations, Generation X shoppers don’t seem to view self-service as an absolute necessity when shopping — rather, they see it as a nice-to-have feature. Younger generations, on the other hand, tend to have higher expectations regarding the technology available in stores.
Regarding the primary motivations for using self-scanning and other similar technologies, there is some ambiguity in the findings. A study showed that around 26% of shoppers aged 30–49 use self-service technology to avoid social interaction in stores. Among shoppers aged 50–64, that number drops to 13%. Since Generation X currently falls between the ages of 45 and 60, it's reasonable to assume that most Generation X shoppers are not using self-scanning primarily to avoid social contact.
In short, Generation X shoppers can be described as individuals with strong purchasing power who value high-quality, reliable products. Having grown up during uncertain times — while also witnessing the rise of new technologies — they tend to be both resourceful and pragmatic. And importantly, they’re not afraid to embrace new technology when it adds real value.
More retail insights
