By Cynthia Anaba
- Gen X is driving global consumer spending estimated to reach $23T by 2035, making them the most powerful spending group through 2033 despite representing only 17% of the population
- 50 and 60 year olds hold significant financial leverage, including high home ownership, assets, and disposable income
Long overshadowed by the digital dominance of Millennials and the cultural buzz around Gen Z, Generation X is now quietly driving a massive wave of global consumer spending. Born between 1965 and 1980, this cohort has entered its peak earning and spending years, positioning itself as one of the most influential consumer segments of the next decade. Globally, Gen X’s spending power was at $15.2 trillion in 2025, according to NielsenIQ, and that figure is projected to soar to US$23 trillion by 2035. Despite making up only 17% of the population, analysts predict that Gen X will account for the largest share of consumer spending through 2033.
What This Matters: Unlike Millennials, who are often burdened by student loans, or Gen Z, who are just beginning to build wealth, Gen Xers hold significant assets, home equity, and disposable income. Their financial maturity, combined with a growing focus on health, technology, and experiences means they’re driving spending in diverse sectors, from luxury travel and home improvement to digital services and sustainable brands.
Companies are now beginning to notice.
According to Visual Capitalist, brands that had once poured marketing budgets into Gen Z influencers are rediscovering Gen X’s quiet but powerful economic footprint. Gen Xers hold significant financial leverage, including high home ownership, assets, and disposable income, positioning them as key influencers across both younger and older generations.Yet, many marketers continue to underestimate their influence, failing to tailor messages to this demographic’s unique values: practicality, loyalty, and a preference for authenticity over hype.
The shift also represents a cultural correction. As Gen Xers transition into their 50s and early 60s, they are redefining middle age not as a slowdown but as a reinvention phase fueled by financial confidence and digital fluency. For businesses, the takeaway is clear: the “forgotten generation” is not only spending more but doing so with intention, blending experience driven consumption with smart investing and sustainable choices.
Gen X may not be the loudest generation online, but their purchasing decisions are quietly shaping the global marketplace, making them an economic force that can no longer be ignored.
What’s Next: As brands reassess their consumer strategies, the next wave of growth may come from reconnecting with the “forgotten generation.” Gen Xers value authenticity, experience, and practical innovation, and companies that understand their spending habits can unlock trillions in long-term brand loyalty. The question for businesses now is not whether to engage Gen X, but how quickly they can pivot to meet them where they already are at the center of global consumer spending.
CBX Vibe: “Don’t Forget” Rod Wave
