In 2026, Generation X is officially having its main character moment, emerging as the demographic that has actually figured ...

A raft of new surveys suggest the MTV Generation is regretful about past financial missteps, anxious about the current economy and fretful about the future. Many Gen Xers sense they haven’t saved ...

Generation X, as the first generation of do-it-yourself retirement planners, is falling behind. As the first American generation funding retirement largely without private pension plans, Gen X — those ...

As generations change, so do values. Here are the ten old-fashioned Gen X values that people in younger generations seem to ...

Gen X isn't complaining, but they're quietly overwhelmed (for good reason). As the overlooked generation caught between Baby Boomers and Millennials, Gen Xers are navigating a unique set of challenges ...

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.

People love naming things, even themselves! Every wave of kids, teens, adults, and even the eternally mysterious category known as “the olds” has been labeled over the years. From baby boomers to ...

Gen Xers have often been the discounted or forgotten generation, but a new joint report might change some marketers' minds about whom they target. Now in their peak expenditure years, Gen Xers have ...

You know "main character syndrome?" The phenomenon/meme that posits that certain people go about life like they're the stars of their own private TV show? Gen X, broadly speaking, is suffering from a ...

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While much ink has been spilled on boomers and their retirement savings, a new report is sounding the alarm on their successors, who may be even worse off when it comes to retirement: Generation X. A ...

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 ...