Gen Xers have often been forgotten. Don't discount them

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 been leading global consumer spending since 2021, according to the report titled "The X Factor: How Generation X is quietly driving trillions in consumer spending."

"Our findings show that Gen X is the most influential consumer cohort of the next decade," Wolfgang Fengler, co-founder and CEO of World Data Lab, told USA TODAY. NielsenIQ (NIQ) and World Data Lab (WDL) worked to put together a global analysis of Gen X consumer behavior and spending trends based on proprietary data from both companies, including WDL's consumer spending forecasts.

Why are members of Generation X important to bu