GLOBALREPORTTHEXZERO1eberyＦＡＣＴＯＲMazeHowGenerationXis quietlydriving trillionsin consumerspendingNielsenlQWORLDDATALAB
AWELCOMEFROMNielsenlQWORLDDATALABThankvoufortheonportunitytoshareTheXFactor.HowGeneration.XisquietlyarivingtrilinsinconsumerspendingNIQandWordDatalLab (WDL)data,incluting WDL's consumerspendingfreasts.Itfllowsourgroundbreakinggeneraionrlreport,SerndZ,andorntivesournisinto decodeandpreitgenerationalspendingpatterns,warldwide, armingbothmanufacturers and retailers with the data they need tomaximizegrowthgoods (CPG)and Tech & Durables (T&D) industries only have a few years to maximize Gen X spend beforethiscohot'sshareoftotalsoendinastartstodecline.TheXFactarforecasts keyareas of growth and underscores thedifferences in GenX behavior by region and countryderstand what motivates this generationtoday-andinto thenext decade,Our teamis passionate about seeing brands win with Gen X over the next fve to 10 years. We re certainthat manufacturers and retalers willsee measurable growth f theyproperly investin GenX. f you have questions about ourresearch or how to engage with GenX during this strategic window of time, we welcome the conversation. Togetherwe can help your business maximize the"GenX decadeMartaCyhan-BowlesWolfgangFenglerChiefCommunicationsOfficer8Co-founder&CEO,World DataLabNietsenlQ|aiworldDatalae02025NMdsenCorsumerLLC.Mifgtsesrve
Tableof04IntroductionContents06WhoisGenX?16GenXspendingprioritiesNearterm(0-2vears)Midterm(2-10years)34GenXbyregionandcountryNorthAmericaWesternEuropeAsiaPacificLatinAmerica47StrateaicconsiderationsClickonthecontentstoNielsenlQ4worLdDATALAB
Introduction语xForyears, GenXhas been dubbed"the forgotten generation" in media, policy, andeven marketing campaigns. Skipped over or bundled inwith Boomers or Millenials this small but mighty generation has quietly becore the engine ofghlobal consumenIlfetime opportunityfor manufacturers and retalersto capture GenXloylty andlifetimevalue.surpassing $20 trillion (USD).Ifyouaren'tplanningwiththemin mind, you're missingyourmostprofitablecurrentcustomerWhy youcan'tafford to overlookGenX。GenXwilleadaglobalconsumerspending from2021 through2033Inhigh-incomemarkets,GenXvwiltaketheleadlaterbutholditlonger-from2026through2036WhileBooersildominateinnetworth,GenXissecond-andgainingaGenXershaveeerged as'caretaker consumers'-simultaneousycaringforchidienaghgparens,andtherhousenoldsGenX willspend $15.2trilionin 2025.If you treated themastheirownThetimetosecondonlyto the US and roughly2xthe size ofChinals currentspendingcaptureGenXAnd that numbervillonly keep climbing:By2035, globa GenXspendingwill|spendisnow
Taking action Our gal is to make this report actionable, with insights specific to manufacturers and retalers.Unikewthother generatons wel lanalyae. Gen X's spendispeaking nowmeaning immedlate action s necessary.At the end of each section, you/l indasummary of takeaways and actions to help you capture Gen Xspend.If youreunsure whichactions willprvidethe mostincrerentality,ourteamat NMQisavailable to assist. We can help make sense of the data for you...
