Who are Generation X?

Generation X, born between early-to-mid 1960s and the early 1980s, grew up in a time of significant social and cultural change, including the rise of feminism, civil rights activism, and the end of the Cold War. They are the smallest generation by population at around 65 million.

Despite this, Generation X are not to be overlooked. They have huge buying power and a strong influence over other generations. They are more likely to care for ageing parents while also having adult children at home, making them financially responsible for three generations. They are expected to live longer than Boomers.

Also described as the “latchkey” generation, Gen X were raised in households where both parents worked, resulting in their independent, resourceful and resilient characteristics.