How Gen X is Aging Differently Than Their Parents And Why Marketers Love Them

Generation X is a unique group of individuals born between the years of 1965-1980. They are the most educated generation, have a strong sense of self-reliance, and are tech-savvy. They are also aging differently than the generations before them. Gen Xers are taking a more holistic approach to aging, incorporating lifestyle changes and preventive healthcare in order to maintain their health and fitness. As a result, marketers are taking note and targeting their dollars towards this growing demographic. Gen Xers are a valuable consumer base, and their approach to aging could provide valuable insight in how to effectively target other age groups.

Let’s face it, 50 is the new 40 and Gen Xers act, live and spend much like they did in their youth which is in contrast to previous generations. This is why marketers should love them!

How Generation X is Aging Differently

The aging process can lead to changes in lifestyle and health, and this can be a challenge for anyone to navigate. However, Gen Xers are experiencing these challenges differently than previous generations. This is partially due to a difference in the way they choose to live their lives. Xers are more likely to work past the retirement age and also less likely to have a spouse or a partner to rely on for support. They are also more likely to live alone. They’ve earned higher wages and have had more time to save for retirement. This may contribute to a heightened sense of financial security, but it can also increase the likelihood of isolation and social disconnection. In addition to these differences, there remains a strong belief among Gen Xers that they are capable individuals who do not need assistance or assistance from others. This might also influence how they approach aging, making them more likely to seek self-reliance and self-determination as they age.

Gen Xers’ Focus on Self-Reliance

The aging process can be a challenging one, but Gen Xers are more likely than other generations to rely on themselves. This might impact their ability to access healthcare services, such as doctor’s offices and pharmacies, making it likely they will turn to self-help and self-care. This may lead to a higher number of self-diagnoses and a greater willingness to self-medicate. How do marketers take advantage of Gen Xers’ self-reliance? By providing solutions and information that allows them to manage their own healthcare. For example, lifestyle products, such as compression socks, can help ease symptoms of common ailments, such as swelling in the legs. These items are simple to use, relatively inexpensive, and do not require a physician’s intervention. This makes them ideal for Gen Xers who are looking for easy solutions that do not require additional assistance.

Gen Xers’ Emphasis on Health and Fitness

Health and fitness are important for the aging process. As we age, it is important to stay active and maintain a healthy lifestyle. Gen Xers are more likely than other generations to be health conscious and take steps to stay fit and be active. This might be due in part to an increase in the popularity of fitness and nutrition fads during Gen X’s childhood and teen years. How can marketers take advantage of Gen Xers’ health and fitness? By providing healthy living options, such as organic and natural foods, vitamins, and supplements. Gen Xers may be more likely to use and purchase these types of products during their later years. They are also likely to trust brands that align themselves with a healthy lifestyle, further making these products appealing to Xers.

How Marketers are Targeting Gen X

It is important to note that not all marketing tactics are targeting Gen X. In fact, some of the most popular marketing strategies are targeting a younger audience. This is not because marketers are intentionally overlooking the needs of Xers, but because marketers are simply not aware of the needs of this demographic. It is important for marketers to understand how Gen X shops and what makes them a unique consumer base. Once marketers understand the nuances of Gen X, they can make more effective advertising decisions that will reach their intended audience. The aging process is unique to every individual, and it is important to recognize that Gen Xers are aging slightly differently than other generations. This can be due in part to the fact that Gen Xers are the most educated generation. This might allow them to better understand health transitions and how they might impact their shopping habits as they age. It also provides marketers with a unique opportunity to learn from Gen Xers’ approach to aging and help inform how other age groups approach aging.

The Value of Gen Xers to Marketers

Gen Xers have become a valuable group to marketers, especially those in the health and wellness industries. This is because they are more likely to use supplements and vitamins, are health conscious, and are likely to use self-help and self-care products. Gen Xers are also more likely to have greater disposable income and higher savings rates than their younger counterparts. This means they have more funds to spend on health and wellness products as well as other luxury goods. The aging process is unique to each individual, but Gen Xers’ approach to aging has several similarities with other aging demographics. However, they are unique in that they are the most educated generation and are likely to be health conscious. These two factors may allow marketers to glean insight from Gen Xers’ approach to aging and better understand how other age groups approach aging. This may lead to better marketing strategies for a wider range of demographics.

How Gen X’s Approach to Aging Can Help Marketers

There are several factors that make Gen X different from other generations. Some of these differences may be useful to marketers and others may not. It is important to be cognizant of the positives and negatives of any target audience. This way marketers can take advantage of the positives and mitigate the negatives. One difference that might be helpful for marketers to understand is Gen Xers’ approach to digital media. Gen Xers are the first generation to have grown up with computers in their daily lives. As a result, they are more likely to use digital media, such as social media, smartphones, and computers, to find and research products and services. This means marketers can use digital media as a helpful marketing tool. However, they must ensure they are offering Gen Xers what they want and need in a digital environment.


Whether marketers are targeting Gen X or are hoping to learn more about Gen X, it is important to take their approach to aging into account. Gen Xers have different needs and wants than their younger counterparts, as well as older generations. It is important for marketers to understand how their approach to aging may impact the way they shop and the products and services they are most interested in purchasing. By understanding Gen Xers’ approach to aging, marketers can create more effective marketing campaigns that will appeal to this valuable group.