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Gen X: Uncool to Ignore, Expensive to Miss

Kristel Vanderlinden - FutureKind
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Generation X has never been particularly interested in being visible. And that, paradoxically, is exactly why it has become one of the most misread and underestimated forces in contemporary markets.

In a marketing culture obsessed with what’s next - the next platform, the next cohort, the next behavioural spike - Gen X has slipped into a structural blind spot. Born roughly between 1965 and 1980, this generation is routinely framed as transitional: too old to be digital natives, too young to be cultural legacy. In reality, Gen X is neither. It is one of the most economically powerful, professionally embedded and culturally stabilising generations in Europe today.

For brand leaders, this matters. Not as a diversity correction, but as a commercial and strategic one.

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