Generation-X (Gen-X) refers to the population group born roughly between 1965 and 1980 (exact years may vary depending on the source). It follows the Baby Boomers and precedes Generation-Y (Millennials).

This generation grew up during a time of technological transition – from the analog world to the early stages of digital development – making them a “bridge generation” familiar with both traditional and digital media.

In terms of consumer behavior, Gen-X is often seen as pragmatic, brand-aware, and quality-focused. Today, they have strong purchasing power and represent an important target group for many brands.

For influencer marketing, Generation-X is increasingly relevant, as they are becoming more active on social platforms while placing a high value on credibility, usefulness, and trustworthy recommendations.