5 Reasons Marketers Have Largely Overlooked Generation X

They're at the peak of their careers, but many brands have forgotten them

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A few weeks ago, Lincoln Financial began running a 60-second spot about fiscal planning for your family's future. Financial services ads aren't typically attention grabbers, but there was something stark and penetrating about this one. Created by FCB and shot in black and white with a backing track of "Love Me Tender," the spot showed people in their 40s, dealing with the joys and challenges of middle age—raising children, caring for elderly parents, trying to carve out time for themselves.

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