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 grew up in a world very different from today’s fast-paced digital culture. Shaped by economic uncertainty, ...

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 ...

A couple decades ago, the baby boomers were the so-called adult children shopping for senior living options for their parents. Now, they are becoming ...

Gen Z is about to get some serious competition for all the research and marketing attention that the retail industry has lavished on it for the past ten years. The oldest Gen Z-ers were just becoming ...

Gen Xers have often been the discounted or forgotten generation, but a new joint report might change some marketers' minds about whom they target. Now in their peak expenditure years, Gen Xers have ...

“Gen X is at the center of a major economic shift — driving spending across categories while managing the demands of multiple generations,” said Marta Cyhan-Bowles, Chief Communications Officer and ...