Gen X commands the greatest share of income and consumer spending but consistently diverges from younger cohorts in how they discover, shop, and pay. This report explores how their reliance on search, retail, and established channels—paired with slower adoption of social commerce, mobile payments, and AI—creates a distinct and often misunderstood profile.

This deck will:

• Quantify Gen X’s economic influence
• Analyze cross-channel behaviors
• Identify gaps in emerging tech adoption