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Warren Thayer

Editorial Director & Co-Founder
Frozen & Refrigerated Buyer

What's So Different About Gen X'ers?

November 12, 2012

Though much has been written lately about Millennials and Baby Boomers, the results of a recent study on Gen X CPG/healthcare shopping habits, from SymphonyIRI's MarketPulse my help fill in some gaps. Do you agree that Gen X has been hit harder by the Great Recession than other demographic groups?      [more...]


Ryan's right in saying that income levels rather than age are a bigger factor here. Only thing I can add to this is that the younger generations are often strapped with enormous college debt, and the ones "lucky" enough to have bought a house at the end of the boom now carry mortgages higher than what the property is worth. You can't dig out of either of these things quickly, and it has to affect their spending habits. As a boomer, I am also spending less so I can help out my cash-strapped kids (all of whom have great jobs) pay off their debt load. But again, this all ties back into Ryan's point about income levels.

I would add that IMHO, income disparities and the gutted middle class are enormous factors that we as a nation don't seem able to fix.

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