Gen X

What is Gen X? Generation X (or Gen X) is the demographic cohort following the baby boomers and preceding the Millennials. Researchers and popular media typically use birth years ranging from the early-to-mid 1960s to the early 1980s.

Source: en.wikipedia.org

41% of Zillennials Prioritize Price Over Brand Loyalty in Shopping
41% of Zillennials Prioritize Price Over Brand Loyalty in Shopping
November 11, 2024  |  Consumer Insights

Zillennials — who were born between 1991 and 1999 — are reshaping the retail market with a blend of millennial values and Generation Z’s tech-savviness....

READ MORE >
Gen Z Uses Grocery Subscriptions 133% More Than Gen X
Gen Z Uses Grocery Subscriptions 133% More Than Gen X
August 08, 2024  |  Consumer Insights

As online grocery subscriptions gain in popularity, Generation Z is leading the charge by a considerable margin. By the Numbers PYMNTS Intelligence’s “How the World...

READ MORE >
46% of US Consumers Say They’re Ready for Open Banking
46% of US Consumers Say They’re Ready for Open Banking
July 30, 2024  |  Digital-First Banking

As younger and affluent consumers drive the trend, open banking payments stand on the verge of widespread acceptance. This payment method, which allows users to...

READ MORE >
How the Generations Navigate the Digital Economy: An 11 Country Perspective
How the Generations Navigate the Digital Economy: An 11 Country Perspective
July 23, 2024  |  Consumer Insights

In an era defined by rapid technological evolution, each generation brings its own distinct approach to digital engagement. This insight emerges from the PYMNTS Intelligence...

READ MORE >
Gen Z Small Business Owners Get Personal for Business Loans
Gen Z Small Business Owners Get Personal for Business Loans
May 03, 2024  |  SMBs

At a time when every financial decision counts, many small to medium-sized businesses (SMBs) can at least take some comfort knowing there are a wide...

READ MORE >
Boomers Flip the Script on Storing Travel Docs in Digital Wallets
Boomers Flip the Script on Storing Travel Docs in Digital Wallets
March 29, 2024  |  Mobile Wallets

Are there any adults still out there who aren’t using digital wallets to securely store important documents? The answer is yes. There are many who...

READ MORE >
CFPB Head Puts Those Who Intend to ‘Weaponize’ Open Banking on Notice
CFPB Head Puts Those Who Intend to ‘Weaponize’ Open Banking on Notice
March 19, 2024  |  Banking

The U.S.’s top consumer protection watchdog is on the lookout for financial services industry players hoping to game open banking for their own benefit.  This...

READ MORE >
Supreme Court Student Loan Decision Could Hit Gen X Hardest
Supreme Court Student Loan Decision Could Hit Gen X Hardest
June 30, 2023  |  News

As illustrated in the PYMNTS collaboration with LendingClub, “New Reality Check: The Paycheck-to-Paycheck Report,” Gen X shoulders the heaviest financial burden across generations, and the...

READ MORE >
Student Loan Repayments May Hit Gen X Pocketbooks the Hardest
Student Loan Repayments May Hit Gen X Pocketbooks the Hardest
June 07, 2023  |  Debt

Gen X has been walking a difficult financial tightrope over the past few years, and double debt duty may be leaving “The Forgotten Generation” in...

READ MORE >