Brands ignored Gen X for years. Now they need trust, value, and clarity to win back a generation still driving spending right now.

Could Gen X secretly be the greatest generation?

Forbes contributors publish independent expert analyses and insights. Shelley E. Kohan covers the retail industry and is based in New York. Gen X consumers expect intuitive, low-friction digital ...

How one era changed everything about the culture — and why we’re so nostalgic for its creations. Gen X How one era changed everything about the culture — and why we’re so nostalgic for its creations.

Every generation has their own relationships with the music that defines the era, but for those of a certain age, I feel like it’s safe to say that no one will quite have as great a music experience ...

Tons of generational research and social discourse about age demographics suggest that Gen Xers had to pave a way for themselves as children. They were not only not "coddled" in the same way people ...

Saturday morning unfolds without fanfare. A Gen Xer sips coffee, ignores buzzing notifications, and watches the world perform its frantic dance while remaining pleasantly unmoved. This understated ...

Rock tunes were at the heart of Generation X in the 1980s and 1990s. Some of the best rock music of the 20th century dropped toward its end. And many of those songs became anthems of sorts for the ...