According to the latest ICSC report, Gen X continues to outspend every other generation, reinforcing its position as the most influential consumer group in today’s retail landscape.
Key insights from the study:
- Gen X leads in both in-store and online purchases.
- They prioritise value, trust, and convenience not hype.
- They respond strongly to clear, informative marketing that respects their time and intelligence.
Reaching this audience isn’t about noise. It’s about authenticity and purpose. Gen X values meaningful communication that bridges digital convenience with tangible experience, rewarding brands that engage with relevance, not repetition.
We continue to see how this generation’s preferences shape the future of integrated marketing i.e where clarity, trust, and timing drive the strongest results.
Want to engage the generation that still drives the most retail spending? Let’s talk. https://ow.ly/jyKe50Xhn1P
