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

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 ...

This year will no doubt be memorable for lots of reasons, but something that is already remarkable is that 2026 is the first year that six generations of Brits will be in the workplace. The oldest of ...

How one era changed everything about the culture — and why we’re so nostalgic for its creations. Gen X How one era changed everything about the culture — and why we’re so nostalgic for its creations.

Every generation has their own relationships with the music that defines the era, but for those of a certain age, I feel like it’s safe to say that no one will quite have as great a music experience ...

Tons of generational research and social discourse about age demographics suggest that Gen Xers had to pave a way for themselves as children. They were not only not "coddled" in the same way people ...

A Gen Z employee quits by text. A Millennial manager feels blindsided. A Gen X leader wonders what happened to loyalty. A Boomer executive shakes their head at “kids these days.” Sound familiar? We ...

Saturday morning unfolds without fanfare. A Gen Xer sips coffee, ignores buzzing notifications, and watches the world perform its frantic dance while remaining pleasantly unmoved. This understated ...