By, Ashlee Singleton, Executive Vice President & Gaven Waldrop, Brand Influence Manager
Like it or not, we live in the digital age. Millennials paved the way for Gen Z, while Baby Boomers (somewhat reluctantly) embraced it. But one generation has seemed indifferent—until recently. Gen X's presence on social media and in marketing spaces has grown, perhaps because they've realized these platforms are here to stay, offering powerful ways to connect and stay informed. Often overshadowed by their louder counterparts, the generation that grew up as latchkey kids is now stepping into the spotlight, finally finding their voice.
Born from 1965 to 1979, Gen X was given the Boomer blueprint for structuring their lives. As kids, many were left at home with clear expectations of what not to do. They were more involved with their physical surroundings, and tech made having fun easier. They watched their parents land on the moon and rave over the development of barcodes while they went to arcades, record stores, and roller skating rinks. When Gen X was growing up, taking things seriously was less important than taking people seriously. “Getting over it” was a way of life in their formative years.
As marketers, we don’t assign many attributes to this age group, considering their distinguishing factors are only marginally different from the average U.S. adult population. For marketers in the Z generation, Gen X’s apathetic perspective on flare can make it difficult to reach them. However, by exploring the similarities and differences between the two generations, Generation Z might just master the art of Just-Enough Marketing.
For years, marketers seemed to overlook Generation X—until now. As they move into the roles their Boomer parents once held, are they finally stepping up, or have we been missing their quiet influence all along?
Understanding Gen X’s History & Their Place in Marketing
Gen X is shaped by a blend of cynicism, independence, and resourcefulness. They were the first to grow up in dual-income households, often left to their own devices, which nurtured their strong sense of self-reliance.
They respond best to straightforward, no-nonsense messaging, preferring authenticity over trends. Unlike Millennials, who are drawn to playful, sarcastic tones and appealing packaging that pushes the latest fad, Gen X values pragmatism and realism.
Falling between two louder groups—Boomers and Millennials—has made their voices less prominent. But perhaps the marketing world missed the mark because they didn't understand that Gen X prefers substance over hype.
Technology’s Role In Their Upbringing
While Gen X was left to fend for themselves at home, Gen Z was left to fend for themselves online. Generation Z is trademarked by its inexperience of life before the internet. As kids, their parents brought Wi-Fi, laptops, and flatscreens into the home. By the time they had smartphones, the internet had become a second home—one with no supervision. Growing up, Gen Z learned that taking things seriously was more critical than taking themselves seriously.
Technology as a Vehicle for Creativity
Most pop culture trends Gen Z knows and loves today are inspired by the pop culture icons of the 1980s. The technology used to create the media of the 1980s had not yet been perfected, but it was the most advanced it had ever been. Handheld camcorders, VCRs, and walkmans distorted the quality of Gen X’s media, but it didn’t need to be perfect for Gen X to enjoy Prince or watch MTV. All Gen X needed from technology was for it to work.
Now, Gen Z is mining for ways to reinfuse the 80s glory back into its media aesthetics. As the accidental inventors of dopamine culture, Gen Z has an inherent understanding of “vibes” that extend into their taste for media. For them, portraying perfection evokes feelings of mistrust. From Snapchat filters to TikTok editing trends, Gen Z is chasing the portrayal of timeless authenticity that Gen X’s use of technology invented.
Before the Millennials' dot-com bubble at the turn of the century, technology primarily served as a supportive tool for creativity and media development. After that, technology became an innate requirement. Gen X is only marginally unique from other generations we discuss as marketers, but that is their trademark. They have so much in common with the age groups around them that age is the least exciting thing about them.
The Millennial Lens on Gen X – Ashlee’s Take
What’s changed now that Gen X is embracing the digital age? From my perspective, there’s been a notable increase in their presence on Instagram and TikTok. Whether creating fun or educational content, their voice carries a no-nonsense attitude grounded in common sense, often leaving you with more to think about than they reveal. Rather than “filling the shoes” of their Boomer parents, I see Gen X using these platforms to share their wisdom and lived experiences in a refreshingly authentic way. It’s easy to forget about Gen X amid the noise from my generation and Gen Z’s dominance of social media. But now that I’m seeing more of them, I admire their independence and resilience—qualities I strive to embody in the face of an uncertain future.
However, they remain more detached from social movements and trends, perhaps reflecting their self-reliant, pragmatic nature.
Just Enough Inspiration for Z – Gaven’s Take
As young adults, my generation is bringing unprecedented tech fluency to the practice of marketing, but we still have a lot to learn. If Gen X has one thing to teach us about marketing, it’s the value of time in our creative decisions. Creation happened at a slower pace when they were our age because the technology around them also worked slower. Even though we Zers are accustomed to tech as a part of life, the Xers intrinsically understand how to use tech to make a difference over time.
Tech trends and social pressures to perform were just as relevant then as they are now, but if we can siphon through the millennial noise, we might hear some inspiring stories from Gen-X. After all, it’s not their past that makes them relevant– it’s their presence.
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