How marketing to Gen X can help drive your brand’s long-term success

They've been called the "forgotten generation" – sandwiched between the much-discussed Baby Boomers and headline-grabbing Millennials. For years, they've flown under the radar while marketers focused their attention elsewhere. But here's what savvy business owners are discovering: Generation X has quietly become the world's highest-spending consumer cohort, wielding unprecedented purchasing power that's reshaping markets globally.

While marketers chase younger demographics and debate millennial preferences, Gen X is making the big-ticket purchases that drive economies. They're the ones buying homes, upgrading cars, funding education, and investing in premium products. So let's explore the Gen X demographic profile, their unique spending habits, and actionable marketing approaches business owners can take to capture this financially powerful group for sustainable, long-term growth.

Generation X: The bridge between analog and gigital

Encompassing those born between 1965 and 1980, Gen X are in the 45 to 60 age group today. They are digital adaptors who remember life before the internet. They wrote letters by hand, then embraced email; bought CDs in stores, then pioneered online shopping.

What's more, this generation occupies a unique space as the "sandwich generation," simultaneously supporting their own children (often through university or early careers) while managing care responsibilities for aging parents. This dual role transforms them into “care-taker consumers”, as they make decisions for multi-generational households, influencing everything from weekly grocery shops to healthcare decisions, tech upgrades to family holidays.

Unlike digital natives, their purchase decisions value substance over style, research over impulse, and reliability over trends. They're financially responsible for more people than any previous generation at this life stage, making their purchasing decisions particularly thoughtful and far-reaching.

The spending habits of generation X

A decade of spending dominance

The numbers tell a compelling story about Generation X’s spending habits. Since 2021, Gen X has claimed the title of highest-spending generation globally, and projections show they'll maintain this dominance until at least 2033. In 2025 alone, their collective spending power reached an estimated $15.2 trillion – a figure that demands attention from any growth-focused business.¹ 

These trends reflect more than just accumulated wealth; they represent a generation at the peak of their earning potential, making purchasing decisions that span multiple categories and price points. Generation X’s lifestyle and buying habits reveals a cohort that spends strategically across necessities and luxuries, balancing practical needs with quality-of-life improvements.

Why their spending power continues to grow

Several factors contribute to Gen X buying power reaching unprecedented levels. This generation now occupies senior positions across industries, commanding peak career salaries while maintaining relatively stable employment. They've had decades to build assets, establish credit, and develop financial literacy that younger generations are still acquiring.

Peak spending in key categories

Gen X trends show they're not just spending more; they're spending differently. Their purchases tend toward large-basket, multi-category shopping trips, reflecting their role as household decision-makers. They invest in quality over quantity, choosing products and services that deliver long-term value rather than temporary satisfaction.

A report by NIQ shows that over the next five years, Gen X's planned spending will increase significantly, particularly in categories that reflect their life stage and responsibilities. Food and non-alcoholic beverages top the list, while beauty and personal care follow, and alcoholic beverages round out the top categories. All of these reflect a generation investing in both daily essentials for their households and quality products that enhance their own wellbeing and lifestyle experiences.²

5 top ways to cater to the Gen X consumer

So, with all this potential in play, how can businesses tap into Gen X’s spending power? Here are five marketing strategies that can help your business build lasting relationships with this lucrative demographic.

Earn loyalty with authenticity and value

When marketing to Gen X, authenticity trumps artifice every time. This generation grew up watching advertising evolve from simple slogans to sophisticated campaigns, and so have developed sharp instincts for detecting insincerity.

Businesses should thus emphasize consistency and reliability over fleeting trends. Share real customer testimonials, provide detailed product information, and stand behind your promises. Gen X rewards brands that deliver on their commitments with something invaluable: long-term loyalty that spans decades.

Offer pragmatic, functional innovation

Effective advertising to Gen X means showcasing innovation that actually makes their busy lives easier. This generation doesn't chase technology for its own sake; they adopt solutions that offer clear, practical benefits. Products and services should address real problems like managing multiple financial responsibilities across generations, with straightforward solutions like banking apps that consolidate different accounts in one place.

Consider how your offerings save time, reduce stress, or improve efficiency. Whether it's a subscription service that automates recurring purchases or technology that streamlines household management, focus on functional benefits over flashy features.

Optimise for an omnichannel experience

Gen X's loyalty stems from positive brand experiences and consistent reliability; not celebrity endorsements or social media hype. They conduct extensive research online, reading reviews and comparing options, before purchasing both digitally and in physical stores.

Create an omnichannel experience to capture their attention and business by making sure your website offers comprehensive product information while providing the hands-on experience they sometimes prefer if your business has physical locations as well. Keep customer service consistent whether they reach out via phone, email, or chat. This generation expects brands to remember their preferences and purchase history regardless of how they choose to shop on any given day.

Focus on reliability and efficiency in shipping

For Gen X, shipping isn't just about speed, it's about dependability. This generation values partners who deliver on their promises, making logistics a critical factor in earning trust and repeat business. A logistics partner like DHL Express, renowned for reliability and efficiency, becomes essential for meeting their high standards.

DHL Express’ comprehensive solutions, from real-time shipment tracking to flexible same day delivery, align perfectly with Gen X expectations. Features like streamlined customs clearance for international orders and convenient service points for package collection show respect for their time while providing the control and flexibility they value. When businesses demonstrate logistics excellence through partnerships with trusted providers, they signal a genuine commitment to customer satisfaction.

Personalize the experience without sacrificing privacy

Gen X appreciates personalisation when it's done thoughtfully, but they are still naturally cautious about oversharing their data. This generation is willing to exchange information for genuine benefits, such as tailored product recommendations or exclusive offers, but they expect complete transparency about how their data is being used.

Smart businesses can respond to this by putting customers in the driver's seat. Implement preference centres where customers control their information. Offer personalized product suggestions based on purchase history while allowing easy opt-out options. Remember: This generation values their privacy as much as they appreciate relevant offerings.

DHL Express: Your partner in unlocking peak spending power

The opportunity Generation X presents cannot be overstated. With $15.2 trillion in spending power and a decade of market dominance ahead, businesses that successfully connect with this demographic aren't just making sales today; they're setting themselves up for sustained growth well into the future. But success requires more than just understanding consumer trends, it demands a comprehensive approach that genuinely honours the generation’s values of quality, reliability, and convenience.

Every touchpoint matters, from that first Google search right through to post-purchase support. That's where partnering with DHL Express becomes a game-changer. With international logistics excellence that ensures products reach Gen X customers with the speed, reliability, and professionalism they expect, DHL Express helps businesses nail that crucial final step in the customer journey. In a marketplace where trust drives purchasing decisions, our reputation for dependable delivery becomes your competitive advantage.

Ready to capture the loyalty and spending power of the Gen X consumer? Open a business account with DHL Express today and gain the logistics advantage you need for long-term success.