Often overlooked in favor of younger cohorts, Generation X is re-emerging as a powerful and underexplored demographic, according to a new study commissioned by creative agency Publicis Luxe. Conducted by Paris-based market research firm OpinionWay, the study surveyed 1,150 high-income individuals aged 45 to 65 in France, the US, the UAE, and China.
Deborah Marino, chief strategy officer at Publicis Luxe, explained that the research was driven by a significant market shift. With approximately 50 million younger consumers exiting the luxury market over the last two years, brands are now refocusing on their core audience. “We actually need to refocus on… the people who are our most loyal customers and our VICs, [which is] Gen X,” Marino said, noting they are the top spenders compared to the smaller Boomer generation and less affluent younger groups.
The study’s findings challenge common stereotypes. Contrary to the image of a cynical generation, optimism is a key trait, identified as a top descriptor by 55% of Chinese respondents, 40% in the UAE, 36% in the US, and 24% in France.
The research also highlights Gen X’s pivotal role as the “sandwich generation,” deeply connected to both their parents and their children. This bond is exceptionally strong in China and the UAE, where 95% and 94% of respondents, respectively, see themselves as an essential link between generations. The sentiment remains significant globally, with 81% in France and 79% in the US sharing this view.
Marino advises that these traits have direct implications for brands. Marketing campaigns that portray multi-generational family connections will resonate strongly with this audience. Furthermore, product portfolios can be broadened to include both traditional and modern items, as Gen X consumers frequently purchase for themselves as well as for other family members.
Source link
