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Cracking the Gen X Code: understanding the forgotten consumer

Joeri Van den Bergh Future Consumer Expert
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Remember mixtapes, dial-up internet, and the rise of grunge? Then you probably belong to Generation X. Often overlooked between the Boomers and Millennials, Gen X (born roughly between 1965 and 1979) represents a powerful consumer group with unique characteristics and pain points. But are brands truly understanding how to connect with this cohort? Are marketers still primarily focused on the Boomers and Millennials, leaving Gen X in the shadows? This under-representation spells missed opportunities for brands that do not take the time to understand this generation's values and preferences.

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