In a world obsessed with Gen Z and Millennials, Gen X—those born between 1965 and 1980—has quietly become the economic engine behind global consumer spending. According to a new report from NielsenIQ (NIQ) and World Data Lab (WDL), Gen X will spend a staggering $15.2 trillion in 2025, making it the second-largest consumer market in the world, behind only the United States and nearly double that of China.

The report, titled The X Factor: How Generation X is quietly driving trillions in consumer spending, is a wake-up call for brands that may be overlooking a financially dominant, digitally fluent, and highly influential cohort.

“Gen X is at the center of a major economic shift—driving spending across categories while managing the demands of multiple generations,” said Marta Cyhan-Bowles, Chief Communications Officer at NIQ. “Their influence is profound and far too frequently overlooked.”

The Forgotten Generation With the Full Wallet

While marketers have been laser-focused on younger consumers, Gen X has been in its peak spending years since 2021—and will remain so until 2033, when their annual spend is forecasted to peak at $23 trillion.

What makes them unique? They aren’t just shopping for themselves. Often dubbed the “sandwich generation,” Gen Xers juggle the financial needs of aging parents and dependent children. As a result, they effectively act as the Chief Financial Officers of three generations.

“Brands and retailers that invest in them today will see measurable growth and long-term ROI,” said Wolfgang Fengler, Co-founder and CEO of WDL.

Gen X by the Numbers

Over the next five years (2025–2030), Gen X is projected to drive spending growth in several key categories:

• + $507B in Food & Non-Alcoholic Beverages

• + $80B in Beauty

• + $42B in Beverage Alcohol

These aren’t passive spenders either. Gen Xers are:

• Tech-savvy shoppers:

  • 35% use smart devices to auto-order products

  • 39% accept AI-based product recommendations

  • 40% use AI for task automation

  • 33% have purchased products based solely on an AR/VR experience

• Brand loyalists:

  • 72% prefer name brands over private labels

• Privacy-conscious:

  • 58% avoid sharing details in virtual interactions due to AI data concerns

• Influencers within the household:

  • Gen X women alone control 50% of global consumer spend and influence up to 80% of household purchasing decisions

Regional Spending Trends

Spending behaviors vary across markets, but Gen X's financial clout remains consistent:

• North America: Gen X is the spending core until 2033, especially in U.S. urban centers.

• Western Europe: Dominates in the UK and Germany, especially in health, beauty, and travel.

• Asia-Pacific: Spending peaks in China; India remains Millennial and Gen Z territory.

• Latin America: Brazil will be Gen X-led by 2028, while Mexico is already Millennial-driven.

This report is more than a data drop—it’s a signal. In chasing the next generation of shoppers, many brands are leaving trillions on the table. Gen X isn’t just present—they’re in charge. And with omnichannel fluency, purchasing power, and cross-generational influence, they are arguably the most strategic consumer segment of the next decade.

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