In our Silver is the new gold report, we dive into the 50+ consumer landscape and the untapped potential it holds for brands. But more than that, we challenge the idea that age alone defines people. Because when it comes to understanding experienced audiences, it’s not about counting candles, it’s about decoding values, aspirations and life stories.

That message hit close to home. I recently had to come to terms with the fact that I’m now officially labelled as a “Silver.” A moment of reflection, especially considering my very first research project focused on connecting with my own generation: Gen X.

Since then, I’ve explored the lives of Millennials, Gen Z and soon Gen Alpha. But today, I’m turning the spotlight back to Gen X – a generation that’s often overlooked, yet deeply fascinating.

More than a decade ago, we launched a study focused on Gen X. At a time, brands were shifting their gaze to Millennials, pushing Gen X to the side-lines of attention and strategy. Revisiting that work reminded me of the richness and relevance this generation still holds. Here are some of the most powerful insights that emerged.

“Cause I’m gonna make you see. There’s nobody else here, no one like me. I’m special, so special.”

Every interview started with a disclaimer: “I don’t know why you’re talking to me; my life was so different to everyone else’s.”

Gen Xers carry a deep sense of individuality. They value independence, freedom and often see themselves as unconventional. Unlike Millennials, who lean into community and shared experience, Gen X thrives on standing apart. Their strength lies in being distinct, not fitting in. And that’s a crucial lens for any brand trying to connect meaningfully.

“Forever young, I want to be forever young.”

Many Gen Xers told us they never really planned to grow up – it just kind of happened. And honestly? Same. Sitting here in sneakers and shorts, I get it.

They still live with intensity. The original work hard, play hard generation, Gen X continues to chase life on their own terms. They balance responsibility with rebellion and maturity with mischief. That zest for life? It’s not a phase – it’s their identity.

“Nothing ever lasts forever. Everybody wants to rule the world.”

Gen X came of age in the booming 80s. With fewer pressures to settle down early, they used their youth to explore. Moving out young? Of course. Stable job? Eventually. Their mantra was simple: We’ll figure it out.

And they did, just not always in a straight line. In a world of shifting norms and economic uncertainty, Gen X embraced flexibility. They didn’t follow the map; they drew their own. Today, they face real challenges in the workplace, but their resourcefulness remains unmatched.

“All I desire. Temptation. Keep climbing higher and higher. Temptation.”

In a recent workshop, one Gen Xer nailed it: “If you want to understand our generation, remember, there were only three things that mattered: brands, brands and brands.”

Gen X were the first to truly live brands. They spoke brand fluently before it was a buzzword, using labels to express identity, status and tribe. Today I’m wearing Nike, Arket and JW Anderson – and yes, I still think that says something about me.

“What a feeling. Being’s believing. I can have it all, now I’m dancing for my life.”

From wild 80s nights to 90s raves and 2000s experimentation, Gen X has lived a few lives.

These days, they might be hosting dinner parties with wine pairings instead of hitting the clubs, but the love for indulgence and extravagance hasn’t faded. They still party, just in more comfortable shoes. Their evolving lifestyle reveals values that shape how they consume, connect and influence culture. And brands that tap into this mindset can unlock powerful opportunities.

So, where do we go from here?

Let’s start by ditching the stereotypes. Not every Gen Xer shares the same story – context matters. Geography, income, culture, personality, they all shape experience. But there are shared reference points. And understanding them opens the door to deeper, more human insights.

As we highlight in Silver is the new gold, brands need to move beyond age as a primary lens. People are shaped by their life stories, not just their birth year. And exploring a generation’s cultural biography is a powerful way to connect.

One Gen X respondent said it best:

“I like brands with personality. Maybe it’s because I’ve always looked for that in myself. Personality is shaped by the life you’ve led – the more intensely you live, the more personality you have.”

We couldn’t agree more.