CGK President Jason Dorsey was recently featured in The New York Times to discuss a generation that has been overlooked for far too long—but is more influential than many brands realize: Generation X.
In the article, Jason shared insights from CGK’s ongoing Gen X research, highlighting why this generation sits at a uniquely powerful point in today’s consumer landscape—and why now is the moment for brands, retailers, and service providers to pay closer attention.
Why Gen X Matters Right Now
Gen X is currently at a critical life stage. They are not only spending in meaningful ways themselves, but also significantly influencing the spending of other generations. CGK’s research consistently shows that:
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Gen X is in a high-earning phase of their careers
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Aging parents increasingly rely on Gen X for spending, investing, and life-stage decisions
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Gen X is often informing—and frequently funding—the spending of their children
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When brands connect with Gen X, they earn strong, long-term loyalty
One of the key insights Jason shared in the interview is that Gen X has become “the glue in the consumer spectrum.” They are balancing responsibility, influence, and decision-making across generations—supporting aging parents, helping adult children, and managing their own needs at the same time. And they continue to spend thoughtfully while doing it.
The Disconnect Gen X Is Feeling
Despite this buying power, many Gen X consumers feel like brands are speaking to everyone but them—especially during high-spend moments like the holidays.
In the New York Times article, Gen Xers described preparing to spend, knowing exactly where their money is going, and actively looking for brands that understand their priorities. What they often see instead is marketing and messaging centered on younger generations, with little reflection of their own reality.
That contrast matters. Gen X spends not only because they have financial stability, but because they care deeply about showing up for the people in their lives—supporting households, maintaining traditions, and creating meaningful experiences. They are intentional, values-driven, and brand-loyal consumers. And they notice when brands don’t seem to recognize them.
Industries That Should Be Paying Attention
Several industries are especially well-positioned to connect with Gen X right now, including:
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Retail, from luxury to value-focused brands
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Financial services, including banking, insurance, and investments
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Healthcare and wellness
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Hospitality, travel, restaurants, and related services
When organizations take the time to truly understand Gen X—they can connect with this generation’s motivations, priorities, and outsized influence across the consumer landscape. Unlike younger generations that often shift preferences quickly, Gen X rewards brands that see and respect them with long-term loyalty.
Gen X doesn’t need flashy campaigns or over-the-top attention. They want brands to reflect the life they’re living now—one that often balances work, caregiving, family, and financial goals while navigating the “sandwich” stage of life. When brands meet Gen X where they are, the impact is significant.
A Moment Brands Shouldn’t Miss
For leaders shaping brand strategy, customer experience, or marketing, this is a moment to prioritize Gen X as both available and worth the investment. They are a major consumer force, deeply influential across generations, and increasingly clear about what they need to feel seen and valued.
CGK is grateful to The New York Times for spotlighting this important conversation and including insights from our Gen X research. We hope it sparks long-overdue dialogue—and leads to stronger engagement with a generation that has been hiding in plain sight for far too long.
You can read the full article here or visit Jason’s LinkedIn post about the article (here) to see featured quotes and join the conversation.
