Gen X Today: My life. My way.

This paper reports on a global study seeking to understand whether Generation X consumers have grown 'boring' in their middle age; it concludes they have not and still retain some original, youthful traits.

Gen X Today: My life. My way.

James Guerrier, Anna Noel Taylor, Emma Murray, Christian Kurz, Jo McIlvenna

Introduction

When you think of Gen X, what words or images spring to mind? For most people, the images reflect stereotypes of sulky youths dressed in grungy attire; and the vocabulary is almost entirely negative: disaffected, cynical, rebellious, directionless.

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