In 2026, Generation X is officially having its main character moment, emerging as the demographic that has actually figured ...

Gen Xers have often been the discounted or forgotten generation, but a new joint report might change some marketers' minds about whom they target. Now in their peak expenditure years, Gen Xers have ...

Generation X, born between 1965 and 1980, is confronting significant retirement anxiety as their savings struggle to keep up with inflation. According to a report from Allianz, this cohort is ...

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Forbes contributors publish independent expert analyses and insights. Shelley E. Kohan covers the retail industry and is based in New York. Gen X consumers expect intuitive, low-friction digital ...