Gen X is sometimes referred to as the “forgotten generation” due to their positioning between Baby Boomers and Millennials.¹ Boomers and Millennials are often the topics of conversation for marketers due to their numbers and spending power, but Gen X should not be overlooked. They are the first generation where a dual-income family was the norm and therefore are defined by little supervision and increased divorce rates.² This “latchkey kid” upbringing only fueled their innovative, creative, artistic, and independent spirit. At about 60 million, or about 19.9% of the overall US population³, they are far outnumbered by Boomers (75 million) and Millennials (80 million). Still, their impact on popular culture, tech, and countless other industries is impressive.
59% of Gen Z from 18 to 20 years old are pursuing college
48% of Gen Z from ages 6 to 12 years old are racial or ethinic minorities
25% of Gen Z from 6 to 12 years old are hispanic
43% of Gen Z from 6 to 17 years old are more likely than millenials to live with a college educated parent
While Gen X doesn’t have the numbers Millennials and Baby Boomers have, their impact on multiple industries
is nothing to ignore. They’re more educated than the generations before them, value flexibility and work-life
balance, and are independent thinkers, always willing to challenge the status quo. They are the first generation
where women outpace men in college completion, so they are very comfortable with women in the workforce
and taking on leadership roles. In many ways, they paved the way for Millennials to continue this trajectory, with
Millennial women far outpacing men in college enrollment and completion. Gen Xers are also entering their “middle-aged” years ranging from 41 to 56 years of age, so healthy aging products are starting to be front and center for this group. They are increasingly dealing with taking care of their aging parents while raising a family of their own. This has made Gen Xers a very stressed generation, acutely aware of their financial situation.
Why Are They Important?
Our Take
Gen Xers grew up with the mentality that no one would “do it for them.” If they wanted change, attention, or
innovation, they were going to have to be the ones that went out and made it happen. They are comfortable
with change, adaptable, rebellious, and perhaps most importantly, entrepreneurial. They want to learn from
the mistakes of prior generations and strive for more balance, family involvement, and individualism. They are digital natives, the first generation to experiment with, and understand, the internet (that’s right, it was
Key Areas of Focus
Aging Just Got Real
Nothing Like a Little Throwback
Meet Them Where They Are
Gen X is well into their adult years (cough…middle age…cough) and settling in comfortably to all the stress of
adulting. Gen X is currently taking care of aging parents and raising their own kids (through a pandemic, we
might add), trying to focus on their health and wellness needs, all while trying to concentrate on their demanding
careers. Let’s just say things have been stressful for this generation, both physically and emotionally. A recent
study by the International Food Information Council (IFIC) Foundation, in partnership with the American Institute
for Cancer Research (AICR), found that Gen X heavily correlated weight management with overall health and
wellness, especially when it came to preventing cancer. For this group, healthy aging means maintaining an active
lifestyle and appropriate weight. It means eating foods and beverages with functional benefits for their most
immediate health concerns while also providing a positive eating experience they can enjoy.
If you look at the description of Gen Xers (latchkey kids, high divorce rates, difficult economic situations),
you’d likely be surprised that they actually have quite a bit of nostalgia for their past! Nostalgic marketing has
often focused on the Millennial generation, but it turns out Gen Xers and their Baby Boomer cohorts are just as
sentimental about their coming-of-age years as the Millennial generation. In fact, 69% of US consumers aged 45-
64 say that they enjoy things that remind them of their past. So don’t be stingy with that nostalgic marketing!
Marketers should think about those unforgettable, revolutionary food choices of the late ‘70s and early ‘80s
(looking at you Hot Pockets) and find ways to give Gen Xers a new take on those old classics…preferably with a
little extra health benefit for good measure.
Gen Xers are a busy bunch (on account of the caretaking and career-building mentioned above), and convenience
is essential. They are on the go and too busy to plan meals. When they go to the grocery store, they look for
convenience above all and accept innovative ideas to help them with their busy lifestyle. While convenience is
number one, they don’t want to sacrifice nutrition to achieve it, and they still want to see fresh, natural ingredients
whenever possible. Products that can provide on the go satisfaction while still delivering the functional benefits
Gen Xers crave will appeal to this group.
Nostalgia
Healthy Aging
Convenience
High Protein Cheese Puffs
Glanbia Nutritionals Ingredients
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Protein + Weight Management Mayan Chocolate Bar
Glanbia Nutritionals Ingredients
• BarHarvest™ 800: A partially hydrolyzed pea protein with a clean flavor developed to increase chewiness, moistness, and soft texture in bars, snacks, and baked products.
• CapsiAtra®: A dihydrocapsiate that is similar to the red pepper compound capsaicin, providing similar health benefits as capsaicin but without the adverse side effects like pungency.
Click Here for more information on our Gen X concepts,
ingredient solutions, and insights.
41%
36%
31%
28%
24%
26%
21%
27%
11%
19%
Gen X is First Generation to Have More Women Than Men Complete College
% of 25- to 37-year-olds who have completed at least a bachelor’s degree
Millennial (2018)
Gen X (2001)
Late Boomer (1989)
Early Boomer (1982)
Silent (1968)
Gen X is also the first generation to achieve over a 50% high school graduation rate (From an educational attainment of 25- to 37-year-olds (%))
Note: The educational question was changed in 1992. For Boomers and Silents, the shares shown include those who completed at least four years of
college(regardless of degree status).
Source: Pew Research Center analysis of 1968, 1982, 1989, 2001, and 2018 Current Population Survey Annual Social and Economic Supplements (IPUMS)
PEW RESEARCH CENTER
Healthy Aging: Section 1 Overview
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Glanbia Nutritionals Ingredients
• All N™ Off-the-Shelf Superfoods Premix: This off-the-shelf premix has been pre-formulated with active ingredients, ready to use as a base for new product formulations. Our Superfoods premix is designed to provide an optimal amount of plant-based nutrients that offer a good source of vitamins, minerals, and antioxidants. Featuring the specialized active ingredient CuroWhite®.
• CuroWhite® (Turmeric Root Extract): In Ayurvedic practices, turmeric is thought to have many medicinal properties, including antioxidant properties.
Superfood Shot
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the Xers that founded Google, Amazon, Apple…the list goes on), receive information via email, and watch their icons on television (thank you MTV). They’re adaptable, self-sufficient, empathetic, and, believe it or not, nostalgic. They value hard work, although not at the expense of family time and creativity. Gen X may be the proverbial middle child generation, but they are role models to the generations behind them, paving the way for unconventional, critical, and even ideological world views.
In fact, Gen X has been declared as having the most cultural power and influence out of any other generation due to their dominance in film, news media, and art. As they approach their 50s, Gen Xers are now CEOs (they used to hate the man, now they ARE the man!), influencers, icons, and avid consumers.