For a long time, Gen X sat in the blind spot of modern marketing. Brands kept chasing louder generational stories while this group kept earning, spending, and running households without much fanfare.

Forbes contributors publish independent expert analyses and insights. Shelley E. Kohan covers the retail industry and is based in New York. Gen X consumers expect intuitive, low-friction digital ...

Gen Xers, born between 1965 and 1980, grew up with MTV and empty houses, earning them the name “latchkey kids.” The first generation who logged onto AOL Instant Messenger and played video games while ...

PARIS — Optimistic, resilient, independent and hedonistic: sandwiched between Baby Boomers and Millennials, Gen X is the generation that luxury brands can no longer afford to ignore, according to a ...

How one era changed everything about the culture — and why we’re so nostalgic for its creations. Gen X How one era changed everything about the culture — and why we’re so nostalgic for its creations.