Brands ignored Gen X for years. Now they need trust, value, and clarity to win back a generation still driving spending right now.

Generation X is entering the most financially fragile stretch of working life just as traditional safety nets are thinning and work itself is being reshaped by automation and precarious employment.

Baby boomers may just be the last generation to have had a smooth and financially secure retirement. For their children, most of whom are Generation X, retirement will not be as easy as it was for ...

For Gen Xers, many of them had to grow up figuring out life on their own. That mindset has managed to help them in many ways, but might have also given them some bad habits as well. The habits that ...

The digital age has created an unprecedented communication divide between parents and their children. Recent research from LifeStance Health in partnership with Researchscape International, conducted ...

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 ...

CHICAGO — Generation X, often referred to as the “forgotten generation,” is the cohort born between 1965 and 1980. North America is about to enter its peak years for marketing to Gen X, said Wolfgang ...