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

Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.

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.

“They shouldn’t target me, but their marketing doesn’t alienate me,” said Goldberg, chief marketing officer at marketing company Constant Contact. “I don’t feel like I have to be a 22-year-old to buy some of their stuff.”

Directors, TikTok creators and publishers are obsessed with shedding light on cross-generational tensions.

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 agencies, influencers and the creator economy.

Recommended articles