The data: Gen X consumers are undervalued by brands despite their sizable buying power and influence over household purchases.

Fewer than 7% of consumers ages 50 and older think that brand messaging is often authentically designed for their demographic, according to a report by Curion.

At the same time, nearly half are the final decision-makers in their households in major retail categories, like:

• Beauty and personal care: 48.1%
• Food and beverage: 48%
• Health and wellness: 47.7%
• Apparel: 44.6%

Behind the numbers: Brands that overlook Gen X risk alienating a demographic that controls over one-quarter of US household wealth and leads all generations in annual income by at least $20,000, according to government data. Gen X consumers worldwide also outspent every other generation by a wide margin in 2025—$15.2 trillion compared with millennials’ $14.7 trillion and Gen Z’s $10.9 trillion, per NielsenIQ projections.

Brands that make a concerted—and authentic—effort to court Gen Xers could see real rewards. Frances Valentine CMO Katherine Brodie told Retail TouchPoints that the brand has found the “50-plus consumer is our edge,” with roughly 40% of its customer base between the ages of 55 and 65. “Nobody’s talking to this consumer, or there aren’t that many brands talking to this consumer successfully on the internet,” Brodie said.

Implications for marketers: While marketers see more upside in targeting younger consumers because they offer a longer runway for loyalty and cultural relevance, the reality is that Gen X shoppers’ relative financial security makes them more likely to be reliable spenders as economic pressures constrain Gen Z budgets. As members of a “sandwich generation,” Gen X consumers often influence spending across multiple age groups, underscoring the importance of tailored messaging that reflects their unique needs and responsibilities.

Go further: Check out our Infopack on Gen X.