With all of the initial recent marketing focus on Millennials, and now Gen Z and Gen Alpha, it’s easy to overlook Generation X. The novel, written by Douglas Coupland gave this demographic (born between 1965 and 1980) its name, and became a cultural touchstone. Raised on the newly launched MTV, these are the ‘slacker’, latch-key kids known for their independence, propensity for self-deprecation, and for being highly educated. 

It’s their level of education that has led them to be successful in their professional lives and has earned them the highest level of mean disposable income among all of the current demographics. This is a demographic with money to spend and they want to spend it on helping themselves stay healthy and grounded. 

At 65.2 million strong, according to the U.S. Census Bureau, and often thought of as the ‘middle child generation’, Generation X is used to being ignored in favor of the older Boomers and the younger, more coveted Gen Z and Gen Alpha counterparts. Which, of course, is just fine with them, because Gen Xers will tell you that they would rather just be left alone, anyway. 

Firmly in the early stages of middle age, consumers in the Gen X demographic might just be starting to feel the sting of declining energy levels and achy joints, and many are already spending a fair amount of their extra cash on health and wellness products and services. 

Here are a few of the driving forces behind Gen X’s current investments in health and wellness: 

Health-conscious lifestyles: Gen X, now in their early 40’s to mid 50’s, are increasingly prioritizing wellness. As mentioned, many are grappling with the first realities of aging, and want to be proactive about maintaining their vitality. Generation X is more health-conscious than previous generations, motivated by concerns about chronic diseases, stress management, and overall well-being. 

A recent IFIC Foundation’s Food and Health Survey indicated that nearly half of Gen X respondents indicated that they consider whether a food or beverage will impact their risk of developing cancer. The same respondents also noted a similar desire to avoid other preventable health conditions, like heart disease and diabetes. As a result, Gen X consumers lean on convenience items like packaged salads from brands like Trader Joe’s to stock up on leafy greens and other veggies. 

It should also be noted that many Gen Xers have now become caregivers to their aging Boomer parents, so they are seeing firsthand the effects of declining health issues associated with getting older. 

Work-Life Balance: As a generation known for navigating the rise of technology and globalization, Gen Xers have experienced the stressors of a rapidly evolving workplace culture, and have often led the way. It’s no wonder that balancing career demands with personal and family responsibilities has underscored the importance of self-care and stress reduction. 

In a recent study, 86 percent of Gen X professionals stated that work-life balance is a priority to them. As a result, Gen X’s investments in health and wellness have become integral to their pursuit of a balanced lifestyle. 

Influence of Digital Platforms: Gen Xers adapted quickly to new technology and are digitally savvy consumers who actively engage with content and social media platforms. They rely on digital channels for health-related information, product reviews, and recommendations. 56 percent of Gen X learn about new products on social media platforms and a study by Worldpay from FIS found that 51 percent of Gen X consumers have purchased a product through social media. 

Brands have recognized the importance of digital marketing strategies in reaching this demographic, leveraging targeted advertisements, and influencer content to capture and keep their attention. For busy Gen X consumers, brands that offer on-demand services such as streaming entertainment options like Netflix and meal kit delivery brands that provide healthy eating solutions like Hello Fresh have become staples in their everyday routines. 

Now that we know what is driving Gen X to prioritize health and wellness, here are what products and services they are buying in service of that goal: 

Fitness and Exercise: There are endless options for fitness these days, and Gen X is embracing them all– gym memberships, boutique fitness classes, and outdoor activities like hiking and cycling. 62.4 percent of Gen X consumers state that they engage in some sort of regular fitness routine with Gen X gym goers accounting for 14 percent of all memberships. 

Like other consumers, Gen X seeks customizable workout experiences that cater to their individual preferences and make sense with their busy schedules. They are also looking for supplemental services in addition to their fitness goals, such as guidance on nutrition and personal training. Brands catering to this demographic emphasize convenience, personalization, and community engagement to encourage long-term commitment to physical activity. 

Nutrition and Dietary Supplements: As consumers become increasingly discerning about nutrition, Gen Xers are investing in dietary supplements, organic food, and functional beverages to support their health goals.  Some of the top supplement brands for Gen X users include Nature Made, Garden of Life, and Nordic Naturals. 

This offers an opportunity for brands to refine their product and messaging to reach Gen X consumers who are increasingly focused on their health and wellness. 

Mental Health and Stress Management: Many Gen Xers are deep into juggling careers, older adult children, their relationships, and taking care of their aging parents– they recognize the importance of mental well-being and managing their stress. As a result, they are exploring mindfulness practices, meditation apps such as Calm.  and holistic therapies to alleviate stress and enhance resilience. Gen X seeks out products and services that promote relaxation, emotional balance, and cognitive performance. 

A recent study by McKinsey suggests that there is still room for improvement in this space, however. Nearly 37 percent of surveyed consumers stated that they have not quite found the types of digital products they are looking for to help them improve sleep and promote mindfulness. 

Many Gen Xers, looking to improve sleep and just boost their moods at the end of a long day are turning to adaptogen drinks and supplements. These products contain functional herbal ingredients, such as ashwagandha and ginseng. Beverage brands Kin Euphorics, Recess, and Peak Cocktails have found an audience with Gen Xers looking for both relaxation and mood-elevating, non-alcoholic alternatives to enjoy during their downtime. 

Preventive Healthcare and Aging Solutions: With an eye towards proactive health management, Gen Xers invest in preventive healthcare services, diagnostic screenings, and anti-aging treatments. Personalized services are on the rise, and Gen X seeks personalized healthcare experiences that empower them to take charge of their health outcomes. 

Patient-centric care, telemedicine solutions, and innovative wellness technologies resonate deeply with Gen X’s desire for accessible and proactive healthcare solutions. 

So what’s the best way for health and wellness brands to reach this demographic with messaging that will resonate? Gen X is well-known for its cynicism, which means that this audience will be hyper-aware of being ‘sold to’. The good news is marketers only need to keep these 4 strategies in mind when trying to reach Gen X wellness consumers: 

Authentic Brand Storytelling: Gen X values authenticity and transparency in brand communications like any other demographic. Crafting narratives that resonate with their life experiences, values, and aspirations creates emotional connections and inspires lasting brand loyalty. 

This generation raised Gen Z, an audience known for their commitment to brands whose values dovetail with their own. 85 percent of Gen X consumers state that authenticity is important to them when deciding which brands to support. Here is a demographic that has seen it all when it comes to marketing messaging, and they are unlikely to respond favorably to overly contrived marketing content. 

Omnichannel Engagement: Employing a multi-channel approach enables brands to reach Gen X consumers across a range of diverse touchpoints, including social media platforms, e-commerce destinations, and even traditional media channels. The key for brands is ensuring that regardless of the platform, the messaging is consistent, to create a unified experience. 

Alo, an upmarket yoga apparel brand popular with affluent Gen X consumers has expanded their offering to include yoga, fitness, and meditation classes through its AloMoves mobile app, bridging the space between retail and digital. 

Community Building and Peer Advocacy: For consumers who are of Gen X age and younger, online communities are the new word-of-mouth. These communities encourage peer-to-peer advocacy, amplify brand awareness, and build trust among Gen X consumers. Brands that are creative with their user-generated content and influencer testimonials will reinforce their brand credibility and authenticity. 

Brands seeking to connect with Gen X online might want to lean into TikTok. Yes, TikTok. It is typically assumed that TikTok is for younger consumers, but Gen X especially affluent Gen X consumers, is becoming increasingly engaged on the platform. Currently, only 5 percent of advertising resources are allocated to Gen X on the platform, creating an opportunity that is wide open for eagle-eyed brands. 

Niche communities led by older, relatable influencers are also a red-hot opportunity for brands looking to connect with Gen X. Over-40 skincare influencer Eilidh Moffat saw her following increase by 814 percent in 2023.  Gen X is on TikTok, but they want to see content creators that look like them and create health and wellness content that they can relate to to influence their purchase decisions. 

Educational Content and Thought Leadership: This is an important one– the wellness and health space is full of dubious content and people claiming to be ‘experts’. As mentioned above, Gen X consumers have full schedules with work and family responsibilities; they want reliable information to work with when making their purchase decisions. 

Providing valuable, informative content establishes brands as trusted sources of expertise within the health and wellness space and keeps the Gen X consumer coming back for more. 

The Gen X consumers’ investment in health and wellness products and services reflects a multifaceted approach to holistic well-being, driven by a combination of lifestyle preferences, digital engagement, and evolving consumer values. 

By understanding the unique needs and preferences of this demographic, brands and marketers can cultivate meaningful relationships and drive growth in what is an increasingly competitive and robust health and wellness market.