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 ...

After decades of being overshadowed by Boomers and Millennials, Generation X is poised to become the dominant global consumer group and are projected to spend $15.2 trillion 2025 and $23 trillion ...

Generation X is finally getting a clear look at its balance sheet, and the numbers are bigger, and more uneven, than many ...

Retailers Take Note: Gen X Shoppers Want Brands that Make Their Lives Easier The playbook for retailers is clear: Earn Gen X loyalty by delivering efficiency, convenience, and trust. Gen X has little ...

Gen X, a generation that grew up without shortcuts, safety nets, or second chances, has had to be endlessly adaptable. They had no choice but to handle whatever life threw their way as the sandwich ...

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.