1、1 2025 Nielsen Consumer LLC.All rights reserved.2 2025 Nielsen Consumer LLC.All rights reserved.Thank you for the opportunity to share The X Factor:How Generation X is quietly driving trillions in consumer spending with you.This report provides a global analysis of Gen X consumer behavior and spendi

2、ng trends,based on proprietary NIQ and World Data Lab(WDL)data,including WDLs consumer spending forecasts.It follows our groundbreaking generational report,Spend Z,and continues our mission to decode and predict generational spending patterns worldwide,arming both manufacturers and retailers with th

3、e data they need to maximize growth.While Gen X wont hit its peak spend until the 2040s,retailers and manufacturers in the consumer packaged goods(CPG)and Tech&Durables(T&D)industries only have a few years to maximize Gen X spend before this cohorts share of total spending starts to decline.The X Fa

4、ctor forecasts key areas of growth and underscores the differences in Gen X behavior by region and country so brands can better understand what motivates this generation todayand into the next decade.Our team is passionate about seeing brands win with Gen X over the next five to 10 years.Were certai

5、n that manufacturers and retailers will see measurable growth if they properly invest in Gen X.If you have questions about our research or how to engage with Gen X during this strategic window of time,we welcome the conversation.Together,we can help your business maximize the“Gen X decade.”A W ELCO

6、M E F RO MWolfgang FenglerCo-founder&CEO,World Data LabMarta Cyhan-BowlesChief Communications Officer&Head of Global Marketing COE,NIQ3 2025 Nielsen Consumer LLC.All rights reserved.04 Introduction 06 Who is Gen X?16 Gen X spending priorities Near term(02 years)Midterm(210 years)Long term(10+years)3