Andrea Bell

By 2035, Generation X are projected to command $23 trillion in spending power. Yet, most brand strategies prioritize the sheer volume of Gen Z. The core reality is Gen X is not a footnote, they are the load-bearing generation: balancing families and workplaces and holding decades of institutional expertise while quietly driving economic velocity.  From the multi-generational spending power to the untapped loyalty, what would your company do differently if it stopped treating Gen X as a bridge between other generations?