Generation X, born between the 1960s and 1980, has emerged as a significant force in the luxury market, revealing effective engagement strategies for brands. A recent study by OpinionWay, commissioned by Publicis Luxe, sheds light on the preferences and behaviors of this demographic.
Study Overview
The survey conducted from April to June 2025 involved 1,150 respondents aged between 45 and 65. All participants belonged to the top 10% income brackets in four key regions: France, the United States, the UAE, and China. Deborah Marino, chief strategy officer at Publicis Luxe, led this in-depth study aimed at understanding Gen X.
Key Findings about Generation X
- Demographic Characteristics: Generation X is often overlooked compared to younger groups like Millennials and Gen Z.
- Market Influence: Gen X consumers have significant spending power, especially as other age groups shrink in numbers or wealth.
- Consumer Optimism: Contrary to stereotypes of cynicism, 55% of Chinese respondents describe Gen X as optimistic, alongside 40% from the UAE, 36% from the US, and 24% in France.
The Sandwich Generation
Gen X often identifies as the “sandwich generation,” balancing responsibilities between aging parents and their own children. This is particularly evident in countries like China and the UAE, where 95% and 94% of respondents, respectively, see themselves as vital links within their multi-generational households. Globally, this sentiment is shared by 81% in France and 79% in the US.
Implications for Brands
The optimistic and connected nature of Gen X can inform brands’ marketing strategies. Campaigns that emphasize family and intergenerational bonds are likely to resonate well. Such depictions can strengthen emotional connections with this demographic.
Product Offerings
Brands should consider diverse product portfolios. Gen X is inclined to purchase items for themselves and for family members. Offering both traditional and contemporary products can effectively meet their varied preferences.
Conclusion
Understanding Generation X is crucial for brands aiming to thrive in the luxury market. This demographic’s spending power, combined with their optimism and family-oriented mindset, presents unique opportunities for effective engagement strategies.
