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This spending power is happening today because members of Gen X are now in their peak earning years. Gen Xers are also having to spend on their children (ages 17–32, world average) and their aging parents. Read the full report

Though Gen X currently makes up just 17% of the global population, in developed nations like the US, it’s currently leading almost one-third of all households. Download the full Gen X Report:

Is Gen X Actually an Overlooked Consumer Cohort?. That’s the argument put forth by research produced by Nielsen IQ and World Data Lab, as outlined by Retail Touchpoints editor Nicole Silberstein. Read more:

Gen X: A $15.2 trillion opportunity .From education to elder care, Gen X is powering the biggest growth across consumer markets. New NIQ insights highlight what’s driving this generation and where the next wave of demand is heading. #GenXBuyers #Consumer

New research from NielsenIQ (NIQ) and World Data Lab (WDL) finds that Generation X consumers born between 1965 and 1980, is the most influential and overlooked consumer cohort of the next decade.

Gen X is powering today’s consumer economy, driving decisions across categories and generations. Their influence spans industries and regions, making them a key audience for brands and retailers. #genx #categoryspending #worlddatalab #consumerspending

What The Current Nostalgia-Fest Reveals About Millennial Power. Last year, NielsenIQ and World Data Lab found that Millennials (then aged 29 to 44) held 22.5% of the global population’s spending power, and Gen X (then 45 to 60) another 23.5%. Read More:

Gen X is driving global spend, right now. Often overlooked, this generation is leading today’s consumer economy and shaping expectations across industries. See why understanding Gen X is essential to your growth strategy. Explore the Gen X report

Gen X is shaping global consumer demand today and for the decade ahead. Read the full report here #consumerspending #worlddatalab #genx #categoryspending #brand

🚨 Happening tomorrow. Gen X is in their prime spending years. Are you engaging them with the right message, in the right moment? . Final call to register #consumerspending #worlddatalab #genx

Overlooked and Under-Marketed: “Gen X” Emerges as Most Influential Global Consumer Cohort, According to NIQ and World Data Lab. Read the release here: Download the Full Report: #worlddatalab #genx #consumerspending

Their influence is peaking, but most brands still overlook them. Join Marta Cyhan-Bowles and Wolfgang Fengler for a conversation that will shift how you think about modern consumers .

How the world has achieved middle-class dominance, against the odds. Despite inflation, conflict, and slower growth, over 100 million people will join the global consumer class in 2025. But where they are and what they’ll spend on, is shifting. Read more:

Gen X is in transition, but the clock is ticking. Their spending power is peaking now. By 2033, many will step into new financial realities, less direct consumption, more intergenerational support. #consumerspending #worlddatalab #genx

Gen X is carrying more than shopping bags, they're carrying their households. This “caretaker consumer” cohort is managing care for children, aging parents, and themselves, all while driving global FMCG spend across key categories. #GenXConsumers

Manufacturers and retailers alike face a key question: Are we building for Gen X? . Webinar: The X Factor: Why you can’t afford to forget Gen X .Date: Thursday, July 24 @ 10 am EST . 🔗 Register now to attend:

NielsenIQ (“NIQ”), in collaboration with World Data Lab (WDL), today issued a comprehensive generational spending report focused on Gen X. #genx #categoryspending #worlddatalab

Gen Xers, ages 45 to 60, are in their prime earning and spending years. In the FMCG space, they drive high-value purchases across categories like Household Goods and Personal Care. #FMCG #ConsumerInsights #GenX #ShopperBehavior

Coke Pops, Maruchan Cools: The Brands Winning and Losing Gen Z in 2025 .The 10 brands growing with Gen Z and the 10 falling behind. read more: #consumerspending #worlddatalab #brand #genz #categoryspending

Gen X is in their prime spending years—driving growth in everyday essentials, wellness, and household categories. 🔗Save your seat: #FMCGInsights #GenXConsumers #TheXFactor #Webinar #InnovationStrategy