Born between the 1960s and 1980, Generation X represents “a powerful yet underexplored demographic”, according to a new study by Paris-based market research firm OpinionWay, commissioned by creative agency Publicis Luxe. A survey was conducted across 1,150 respondents between April and June 2025, all of whom are aged 45 to 65, and fall in the top 10% income brackets in France, the US, the UAE and China.

Publicis Luxe chief strategy officer Deborah Marino, who led the study, shares what brands should know about Gen X and how to approach them.

Vogue : Why did you decide to lead a study on Gen X?

We are inundated with studies about millennials and Gen Zs.  We needed to carry out an in-depth survey on Gen X, which is of great interest to our clients. Fifty million consumers — mostly yo

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