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gen x

Gen X: the bridge generation will drive $5.7 trillion in spending by 2030
consumer spending habits gen x By Staff Reporters

Born between 1965 and 1980, the trillion-dollar consumer cohort still flies under the marketing radar—despite Asia housing 61% of them, with China alone at 37%.

Generation Greytt: The trillion-dollar market that brands continue to ignore
ageism gen x gen z marketing By Rajeev Lochan

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

Diversity Talks 2024: Turning challenges into change
dei essencemediacom gen x neurodiversity representationmatters By Campaign Staff

APAC leaders share their thoughts on class-based intersectionality, neurodiversity, and the evolution of DEI in the latest edition of Diversity Talks.

Two generations, same Spotify playlist: Why marketers need to know Gen X to reach Gen Z
gen x gen z spotify By Aliya Gilmore

They might be separated by 30 years but the two generations have many similarities, says the Forsman & Bodenfors cultural strategist.

Gen X: The original harbingers of change
gen x

Ipsos' Sakina Pittalwala explores the dynamics and contributions of Generation X in India, and builds a case for how brands can leverage the potential of this critical age cohort

RIP Gen Z, Millennial, Boomer: Is it time for the marketing industry to ditch generational labels?
gen x gen z By Matthew Keegan

Leading think tank The Pew Research Center has announced it will stop using generational terms like 'Gen Z' to describe different cohorts of society, but should marketers follow?

Report: Gen X is largely ignored by brands despite being the most loyal consumer group
gen x wavemaker By Staff Reporters

TOP OF THE CHARTS: A new report by Wavemaker finds that by overlooking Gen X (people aged 45-60) brands are missing out on a multi-trillion-dollar market.

OPINION: Singapore election heralds new generation
gen x opinion

As Singapore gears up for Saturday’s general election, Publicis Asia vice-chairman and chief creative officer Calvin Soh shares his perspective on a new generation of voters – and consumers.