When you scroll through your Instagram feed, you probably notice a pattern: most of the content is designed for young people. IG posts are chasing likes, trends, and virality and are often optimized for short attention spans.

The irony is, while marketers crave Zoomers’ likes under their flashy Reels, it’s Gen X who holds the real near-term potential as consumers.

NielsenIQ projects that Gen X will be the top-spending generation globally through 2033. In 2025 alone, their spending is projected to hit $15.2 trillion, while by 2033 it will surpass $20 trillion.

So, maybe it’s time for you as a marketer to shift your focus?

In this article, we explore why Gen X should take center stage in your marketing strategy over the next decade and how platforms like Instagram can become a powerful tool for engaging the ‘silent generation’.

What Is Gen X?

Before we delve into studying their budgets and consumer behavior, let’s answer the question: “Who are Generation X?”

Gen Xers were born between 1965 and 1980. It means that currently the Gen X age range is between 45 and 60 — these are people in their peak earning and spending years.

Here are some defining Gen X characteristics:

• Known as a ‘sandwich generation’, they often financially support both their children and aging parents

• This dual role gives Gen Xers a tremendous influence over household-related purchases

• Gen X is equally good with analog and digital worlds

• They are pragmatic consumers loyal to brands that offer proven value

Gen X is not the loudest generation, but they are quietly taking the lead. To better understand the reasons behind this trend, let’s compare them to Zoomers and Millennials.

Gen X vs Gen Z

Gen Z, or Zoomers, are people born between 1997 and 2012.

Gen X vs Gen Z comparison reveals that Zoomers are larger in number, but far less wealthy. And as far as spending is concerned, Gen X is in a different league.

• Gen Z’s spending is primarily discretionary and volatile, driven by trends and peer influence

• Gen X’s spending is more diverse, covering categories such as healthcare, home goods, education, tech, and travel

Gen Z may set trends, but Gen X pays the bills, often for themselves and their Gen Z children.

Gen X vs Millennials

Millennials (born between 1981 and 1996) came of age in the digital era, so they’re tech native. Gen X, on the other hand, adopted digital tools when they were already mature.

• Gen X are digital pioneers, pragmatic and loyal, care for kids and parents

• Millennials are digital natives, demonstrate exploratory purchase behavior, have young families

Understanding Gen X Spending Power

The NielsenIQ report highlights some eye-opening data.

• Gen X would be the world’s second-largest consumer economy if counted as a country;

• In high-income countries, Gen X is leading almost one-third of all households;

• Gen X women are primary decision makers in consumer packaged goods (CPG) and household purchases and influence up to 80% of all consumer spending.

Generation X’s spending reflects the weight of their responsibilities: elder and dependent care and education are the fastest-growing categories for this group. Other categories include bicycles, outdoor recreation durables, and household tools.

As far as Gen X CPG spending is concerned, here are the key categories in 2025-2030:

• Beauty and personal care;
• Alcohol;
• Food and non-alcoholic beverages.

Another important thing to know is that ROI per consumer is far higher with Gen X due to life-stage, income level, and spending priorities.

Gen X Are Digital Pioneers, Not Digital Dinosaurs

One of the common Gen X stereotypes is that they are ‘offline’ and not tech-savvy.

True, they grew up in homes with landline telephones attached to the wall and probably had their first personal computers only in college.

On the other hand, it’s Gen X whom the world owes the transition to the digital era. For example, Google, Amazon Web Services and YouTube all were created by Gen Xers.

Generation X went all the way from VCRs (Gen Z can google it) to Netflix and from dial-up internet to digital wallets. And in today’s digital-first world they are equally comfortable with both old-school and cutting-edge technology.

Some important considerations for marketers are:

• Gen Xers are omnichannel shoppers who shop both in-store and online;

• They widely use smart devices, AI assistants, and wearables;

• Gen X prefers practical and reliable innovations rather than something ‘trendy’;

• They value products that offer functional benefits like higher performance or time saving.

The Gen X ‘spending decade’ began in 2021, and the time to take advantage of their caretaker consumer position is now.

And what is happening on the marketing side?

According to a report by Kadence International, the age group 50+ accounts for just 5 to 10% of marketing budgets in the US.

Marketers are flooding platforms like TikTok with campaigns aimed at Zoomers, while a wealthier audience is left out of their scope.

This mismatch between where the money is and where marketing goes represents a huge opportunity.

Instagram and Gen X: an Underrated Opportunity

Instagram is often seen as a platform for Millennials and Zoomers. But the X Generation is very much present on the platform.

They actively use Instagram for both business and pleasure. Next time you scroll your Instagram feed, pay attention to how many Gen X people’s accounts you come across.

Gen Xers utilize the platform to:

• Promote small businesses (coaching, consulting, design, education);
• Discover products and services, get lifestyle inspiration;
• Follow experts in niches like beauty, wellness, style, and food.

And, let’s be honest, sometimes they just scroll.

Instagram, with its visuals-first format and built-in commerce options is perfect for grabbing Gen Xers’ attention.

Key Instagram Strategies for Gen X

To successfully sell to Gen X, marketers need to be aware of a major contextual contrast with Zoomers. While Gen Z favors social proof and viral trends, Gen X values trust, consistency, and functional benefits.

Here are some tips for making your Instagram posts worthy in Gen Xers’ eyes:

• Make sure your content is deep and educational, not just entertaining;

• Use Stories and Reels to tell about functional value;

• Partner with niche experts rather than trend-driven influencers — Toolzu Profile Analyzer will help you find the right partners who resonate with Gen Xers;

• Opt for visual authenticity and convenience rather than hype and virality;

• Include shopping options in your posts as Gen X tends to favor easy purchase journeys;

• Use Instagram ads with clear product value and strong copywriting.

And remember: Gen X rewards brands that respect their time and deliver on their promises.

Conclusion

The Gen X decade is here, so don’t miss it. True, Zoomers may represent the future, however, Gen X controls the present. Brands that manage to earn Gen X loyalty right now are investing in highly engaged consumers who trust established companies and, importantly, have a whole decade of dominant spending ahead.