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

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 ...

Gen X, or those born between 1965 and 1980, live for nostalgia. One study looking to discover how to keep Gen X loyal to brands found that more than anything, they love things that take them back in ...

Fathers can be more present when the door to the dad retreat is unlocked.

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 ...

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 ...

Generation X is sometimes known as the forgotten generation. Born between 1965 and 1980 and sandwiched between baby boomers and millennials, GenX is currently the smallest generation, with only 65 ...

Every Pokémon generation has a particular element that makes it stand out, from the Physical/Special split in Gen IV to the Mega Evolutions in Gen VI.