While marketers try to win over Gen Z and Millennials, there’s one group quietly driving massive purchasing decisions—Gen X. In this episode, we unpack why this generation is the most overlooked yet most valuable audience in 2025.
From their deep brand loyalty and preference for authenticity, to the platforms they actually engage with (hint: it’s not TikTok), we break down what makes Gen X tick and how your brand can start speaking their language.
Plus, we explore real-life examples of brands doing it well, messaging mistakes to avoid, and creative campaign angles that resonate with this high-spending, low-maintenance generation.
If you’ve been sleeping on Gen X, it’s time to wake up.