A recent TD Bank survey found that Gen X was the most likely to overspend during the holidays. However, The New York Times noted, “Many retailers and marketers are looking past them and to millennials and Gen Z, especially as malls continue to empty out and more shopping moves online.”
Gen Xers are used to being ignored, but it just might be our superpower.
It’s 2026, and the first wave of Gen Xers are turning 60. Our movie heroes, like the anti-woke Indiana Jones, are beating the latest self-congratulatory and woke Golden Globes in the viewership, according to Variety. Our toys are our highest value assets. And best yet, Gen X — led by Greg Gutfeld, Taylor Sheridan, Joe Rogan, and Elon Musk — is at the top of media and pop culture. We are in our Golden Age of success and change.