Long before wellness trends went mainstream, Gen X was already living habits that define modern fitness, balance, and mental health.

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 ...

Add Yahoo as a preferred source to see more of our stories on Google. Forget everything you’ve heard about the "forgotten generation" or the cynical slackers of the 90s. In 2026, Generation X is ...

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 ...

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 X women are smarter than most thanks to the many ways they were raised differently from other generations.

Welcome to Generational Breakdown, a series where we explore consumer behaviour across all living generations to get a better idea of how they are buying luxury in 2025. “People assume women our age ...

Once the 'bridge generation,' Gen X (born roughly 1965–1980) is now caught in a costly corporate bind, facing a wave of firings as companies prioritize cost-cutting, AI adoption, and a younger, ...