Are my gen X peers the influencers the world has been waiting for?
Their careers are peaking, they’re rich in money and time – and young people think they’re cool. But maybe it’s not as simple as that
TL;DR
- Gen X (aged 46-61) is a powerful consumer force, with women influencing 70-80% of spending.
- They are often perceived as underrated online, with a countercultural, low-key image.
- Gen X faces significant responsibilities, including caring for aging parents and supporting children amidst geopolitical and economic uncertainty.
- Personal health challenges, such as perimenopause and age-related ailments, are common for this demographic.
- Kathryn Turner, an M&S director, has become a TikTok influencer by demonstrating competence and relatability, garnering millions of views.
- The article suggests that the quiet competence of 'grownups' managing complex lives could be a new form of online appeal, akin to ASMR.