Baby Boomers are loyal. Millennials want experiences. Generation Z has no attention span.

Marketing based on generational marketing can be full of neat assumptions like these. They are simple to remember, but also run the risk of turning millions of very different people into a single, exaggerated personality.

On the flip side, generational research can be valuable to explain the social, economic and technological environment people grew up in, and how that may impact their behaviours and preferences. But they should be the starting point for the analysis, not the final strategy.

With that in mind, what do we know about Generation X…

McCrindle Research calls Generation X consumers “The Practical Decision-Makers”. Aged 46 – 61 (1965 – 1980) in 2026, Gen X are in their peak earning years and, according to the 2021 Australian Census, make up 19.3% of the country’s population, almost one in five Australians.

Often described as the ‘bridge’ or forgotten generation, Gen Xers were on the frontlines of the transition from analogue to digital – growing up with free-to-air television, landlines, print media and physical music, but adopting computers, the internet, smartphones and streaming during adulthood.

This means they are generally comfortable moving between physical and online channels, provided the experience is convenient and works well.

Their current life stage is also particularly important, with Gen Xers managing leadership or management roles, alongside mortgages, teenage or adult children, ageing parents and retirement planning. Care responsibilities are significant: in 2022, 20.5% of women and 14.1% of men aged 45–54 provided informal care, as did 19.5% of women and 16.0% of men aged 55–64.

This means they value reliability, quality, and convenience. While brand loyalty is strong, it is contingent on practical benefits such as price, durability, and customer service. Omnichannel marketing strategies are effective when communicating with this generation, given their comfort level across online and traditional media. However, customer service with a personal touch still reigns supreme over automated responses.

Given the competing demands Gen X are juggling, time, practicality and reliability are likely high on their consideration list for spending. This means marketing messaging should be clear, useful and credible. Demonstrate how the product saves time, reduces complexity, offers genuine value or supports the responsibilities they are managing.

Assumptions are also dangerous when dealing with generations. Gen X, while not digital natives, are far from slow adopters. In 2025, 97% of Australians aged 45–54 and 96% of those aged 55–64 used mobile phones for text messaging. Among the same age groups, 80% and 71% respectively had accessed government services through an app. Instagram use also increased, reaching 44% of 45–54-year-olds and 33% of 55–64-year-olds in the previous week.

A prime example comes from an article in The Wrap that states that Gen X has long flown under the radar of marketers and entertainment executives – often eclipsed by the concerns of Baby Boomers and Millennials when discussing consumer habits and media consumption. The article argues that overlooking this generation when it comes to streaming would be shortsighted for entertainment execs, as the 50+ demographic accounted for over 40% of streaming watch time in mid-2024 in the USA.

When researching Gen X, it’s important to look beyond the generational label. Someone approaching retirement may have very different needs from someone with school-aged children, despite belonging to the same generation. Household structure, caring responsibilities, financial position, employment status and attitudes towards retirement are likely to provide more meaningful distinctions.

When research identifies a difference between generations, the next question should always be: Why does the difference exist?

There are three broad possibilities:

An age or life-stage effect occurs because people’s priorities change as they move through life. Younger adults may rent, study and socialise differently from older adults because of their current circumstances—not because of a permanent generational mindset.

A period effect occurs when an event affects everyone. Inflation, a pandemic, an election or a major technological change may shift attitudes across several generations at once.

A cohort effect reflects the lasting influence of growing up during a particular period. People who entered adulthood during a recession, for example, may develop enduring attitudes towards money and security.

These effects often overlap.

For marketers, the distinction matters. A life-stage difference may require a different offer. A period effect may require the entire brand to respond. A genuine cohort difference may support a longer-term generational strategy.

When marketing to Gen X it’s important to look at situations rather than stereotypes. I.e what is happening in this person’s life that makes your product, service or message relevant?

Generational thinking can help marketers understand how experiences and expectations are changing. It becomes less useful when labels replace research.

Generation can help to understand the broader historical context of consumer actions and attitudes, but it should always be accompanied by comprehensive research that looks at life stage, culture, income, household structure, and behaviour.

The goal should be to identify where generational experience genuinely shapes behaviour—and where other differences matter more.

Square Holes is a cultural insight studio.

We design mixed method explorations of people and culture beyond the category,  uncovering the patterns, tensions and shifts shaping behaviour to inform strategy, inspire innovation and enable confident decisions. Our studio model brings together the right mix of thinkers, researchers and specialists for each exploration. If you’re navigating change, entering a new market, or seeking deeper understanding of people and culture, let’s start a conversation >