Generation X is off the radar for retailers and marketers. But Maryse Sauvé, VP, Brand and Communications Strategy at Pigeon Brands, reveals how new research paints a more complex picture.
For years, Generation X has operated in the background of marketing conversations. The common narrative is familiar. Gen X is disengaged, independent to the point of indifference and largely unremarkable as a consumer group.
Yet no brand should continue to overlook this generation because their spending power has reached a new peak that is higher than that of other generations and expected to remain so for the next decade at least.
To provide deeper insight, national research conducted by Pigeon and Callosum set out to show how different generations in Canada make purchasing decisions, navigate values and demonstrate loyalty.
Gen X emerged not as a quiet footnote, but a powerful force shaping the Canadian economy. They are the steady-hands of households, the ones underwriting shared experiences and family life. And they are doing it with intention, practicality and a strong internal compass.
The big takeout here for retailers and brands is to avoid the assumption that Gen X’ers are “set in their ways”.
Economic backbone
Let’s start with money. Gen X currently spends 33% more on food, beverages, and shared experiences than younger generations in Canada. That’s not a small lift. This is the generation driving the grocery cart, hosting the celebrations, funding the kids’ activities and planning the family vacations. They are fuelling the everyday economy, the one that actually matters to most Canadians.
And yet, they significantly under-index on personal goods and entertainment. They are not impulse buyers, they are not novelty chasers. If something feels unnecessary, it doesn’t make the cart.
Their filter of choice here is need, not want. But there’s good news because that means purpose. Gen X wants products and services that prove their value, that last, that serve a function and that fit with how they see themselves.
This generation is thoughtful, responsible and quietly discerning. There’s a clear lesson here – lean into quality, locality, and sustainability. Fast consumption won’t win but clearly demonstrated value will.
Cultural capital
Don’t mistake Gen X for being dull. Yes, Gen X’ers are pragmatic, but they were also raised on a wildly eclectic cultural diet that left them with a lasting appetite for fun. Think about the soundtrack of their youth: Guns N’ Roses, AC/DC, The Cure. Expressive, rebellious, and rarely “vanilla” (which is more than you can say for much of today’s algorithm-smoothed music).
While contemporary culture can feel increasingly flat or over-polished, Gen X still craves intelligent fun – communications with a wink, some bite and a bit of irreverence. Brands should tap that sharper, mischievous side through tone and execution that’s creative, unexpected, and even playfully disruptive.
Strong loyalty
Gen X holds a firm ethical stance when it comes to purchasing decisions. In fact, due to the trade conflict with the US, they are nearly 10% more likely than younger generations to avoid US-made products and are significantly motivated to support Canadian brands, Canadian companies, and Canadian communities. This isn’t nationalism but stewardship that comes alive in the belief that economic participation is a choice with meaningful outcomes.
It’s a generation that’s deeply loyal to brands that deliver on their promises. But there’s a nuance – once that loyalty is broken, it’s not coming back. Where younger cohorts may overlook inconsistency, or even expect it, Gen X views it as a contract that can’t be broken.
This is both a challenge and an enormous opportunity for brands willing to be consistent, honest and reliable.
Traditional touchpoints
One of the more enduring myths about Gen X is that they are disengaged from brand communication because they spend less time interacting with businesses on social media. And, yes, the difference is stark: while around one in two Gen Z consumers interact with brands regularly on social, it’s under 20% for Gen X.
But this doesn’t signal apathy. It’s more about discernment. Gen X is far more likely to engage through traditional touchpoints – in-store experiences, product packaging, referrals and word-of-mouth. People in this cohort discover brands more slowly and intentionally and they prize trust over novelty.
That insight explains why Canada’s more functional brands – such as Tim Hortons and Canadian Tire – continue to outperform aspirational brands in this segment. And for marketers, that’s where the real strategic shift lies: cross-selling practical solutions is far more effective than pushing brand worlds or identity narratives. You’re not inspiring Gen X to join a cultural movement but helping them solve something real.
Quiet Activists
There is a perception that Gen Z is the socially conscious generation and Gen X is ambivalent. But our findings suggest something different.
Gen X cares deeply about social and environmental issues – often more consistently than younger generations. The difference is how they act on those values. Gen Z engages publicly but Gen X engages practically. They donate quietly, they volunteer and they are not the loudest voices in the room – but they are often the ones ensuring that something meaningful actually happens. This is pragmatic activism, as opposed to performance-based.
Reassess and re-engage
In terms of action, businesses can’t continue to overlook Gen X. The group isn’t already “locked in” or difficult to influence, but stable, values-anchored and economically active.
Gen X may not be the generation seeking the spotlight but it’s reshaping markets through thoughtful, loyal and intentional choice. Retailers and brands that respect this, and deliver practical value, honour loyalty, and communicate with clarity will be successful.
