Why it matters: Gen Xers use both digital and traditional media to discover new products. Brands need to ensure consistency across these channels to meet them wherever they are – and earn their trust along the way.
Gen X has high brand loyalty
This generation isn’t the type to jump ship for a tiny discount. They’re 13% more likely to use loyalty programs than the average consumer, and 47% say they’re loyal to brands they like – compared to 43% of Gen Z. Over half say they’d rather pay more for a brand they know than risk a cheaper, own-label product. So if you’ve earned their trust, don’t take it for granted.
Why it matters: Gen X loyalty runs deep, but it’s not a given. Brands that deliver consistency, quality, and great service can turn this generation into long-term advocates.
Gen X is into holistic health
Green juice and gut health aren’t just millennial territory.
42% of Gen Xers say they’re interested in nutrition and health-focused food or drinks. Dietary requirements are also more common in this generation. Those identifying as dairy-free are up 20% year-on-year, and nut allergies have jumped by 31%. But this isn’t about restriction. Vegetarianism is on the rise (up 13% since 2023), while veganism in this generation has dropped by 39% in that timeframe. They want balance, not extremes. 21% say they seek out alternative therapies – a side of acupuncture with their wellness check, perhaps – and 25% are excited about personalized medicine.
Why it matters: This generation takes a flexible, practical approach to wellness. Brands offering inclusive, balanced health solutions and not rigid regimes will land best with this crowd.
They have a relatively high interest in new tech
They might’ve grown up on dial-up (we’re sure they can still hear the noise of the internet booting up), but Gen Xers are plugged in.
37% say they follow the latest tech news, interestingly the same percentage as Gen Z. And it’s not just talk. Between 2021 and 2024, Gen X smartwatch ownership rose 34%. Nearly half (45%) say they’re excited about AI, and 15% have used ChatGPT in the past month. Bottom line: they’re not afraid of the future of tech. They’re curious, capable, and ready to explore it.
Why it matters: Gen X is often overlooked in digital-first campaigns or products, but they’re paying attention. Messaging that respects their tech fluency and focuses on usefulness will resonate most.
Gen Xers like smart home products
Gen Xers are so tech-savvy that they’re even making their homes smarter too. Since 2022, smart TV purchases are up 26%, and ownership of smart home products has risen by 14%. Security systems in particular have taken off, with ownership up 111%. For Gen X, it’s all about convenience, comfort, and peace of mind.
Why it matters: This generation wants tech that works for them, making life easier, safer, and more efficient. Home and lifestyle brands that tap into those needs will find an interested audience – and, as we mentioned earlier, they’ll be loyal with their wallets.
They have varied social media habits
They’re not glued to TikTok, but they’re far from offline.
Facebook is Gen X’s most used social media app, followed by Instagram, TikTok, and X. They’re branching out too. Since late 2023, Threads has seen a 107% jump in Gen X engagement, and Reddit use is up by 15%. When it comes to who they follow, it’s a mix of personal and pop culture – friends and family, TV shows, food personalities, and musicians are all in the mix.
Why it matters: Gen Xers don’t need novelty or gimmicks, they need relevance. Social content should match their interests and values, not just chase the latest trend.
Closing thoughts on Gen X
They’re not flashy. They’re not loud. But Gen X is quietly shaping everything from finance and tech to wellness and brand loyalty.
As they move deeper into their peak earning years, their influence is only growing. If you’re overlooking them in your marketing strategy, now’s the time to take a closer look.
