Generational Marketing

Gen X Truly Is the Lost Generation—Especially in Marketing

Gen Xers may be a small group, but they have some serious buying power

A colorful collection of technology from the 1980s including a floppy disk, a video game controllers, a desktop computer and an early version of a mobile phone — Gen X, making up only 15% of the population, is also one of the wealthiest generations.Kacy Burdette

By Kyle O’Brien & Emmy Liederman

May 24, 2022

Urban Outfitters caters to younger adults through powder pink Polaroid cameras, distressed band tees and checkered bucket hats, but Gen X mom Laura Goldberg never feels ignored when she tags along with her daughter to the store.

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

Emmy Liederman

Emmy is an Adweek staff writer covering ad agencies.

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