Generation X (Gen X) refers to the approximately 45 million people born between 1965 and 1976 (a period of low birth rates that followed the baby boom). This generation is often described as skeptical, independent, and value-oriented.
Generation X is less susceptible to mass advertising than baby boomers and often prefers to research products before purchasing. Marketing strategies aimed at them should be honest, direct, and emphasize functionality and authenticity, often using online and digital channels.
