The world’s Gen Xers: Latchkey kids (29-44s) come into their own

The World’s Gen Xers: Latchkey Kids (29-44s) Come Into Their Own’ defines Generation X as those born between 1965-1980, looks at the global proportion and distribution of Xers, a majority of whom are in the Asia Pacific region, especially China.
Key life stages include single/no kids, couples starting families, and those with older children. Trends affecting marketing include high technology usage, later marriage and child-rearing, desire for work-life balance, and large debt. They are ad savvy and look for meaningful brand engagement, family friendly products and price promotions. They are cautious about spending, demanding consumers and value orientated....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands