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Friday, 22 August 2025

Don't discount the Gen Xers

08:07

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Plus: tariffs have hit game night ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌  ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ 
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The Daily Money

ALL THE MONEY NEWS YOU NEED TO KNOW

Fri Aug 22 2025

 

Betty Lin-Fisher Consumer reporter

@blinfisher

Good morning and Happy Friday! This is Betty Lin-Fisher with Friday's consumer-focused edition of The Daily Money.

I always enjoy reporting and writing the stories that I cover for USA TODAY. But I'll admit that it was extra interesting to research and write a story about how Gen Xers, who have often been a discounted and forgotten generation, are quietly driving trillions in consumer spending.

That's because I'm a Gen Xer myself. I interviewed a fellow Gen Xer for the story, who happened to be in the marketing field, so that was a bonus to hear her perspective. I didn't know the professor that I reached out to was also a Gen Xer, but he was fascinated by the study's findings and said he felt validated as a consumer.

Now in our peak expenditure years, we Gen Xers have been leading global consumer spending since 2021, according to the report titled "The X Factor: How Generation X is quietly driving trillions in consumer spending."

Gen X 1.jpg

Gen Xers Gina and Simon Hemmings, with their dog, Huxley, don't buy as much as they've gotten older, but they are willing to pay more for luxury items.

Provided by Gina Hemmings

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Each weekday, The Daily Money delivers the best consumer and financial news from USA TODAY, breaking down complex events, providing the TLDR version, and explaining how everything from Fed rate changes to bankruptcies impacts you.

Gen Xers Gina and Simon Hemmings don't have any kids, but they spend a lot on things that matter to them, like their dog, Huxley.

A new joint study may change the minds of retailers and brands about forgetting the members of Generation X.

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A
 

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