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

Baby boomers may just be the last generation to have had a smooth and financially secure retirement. For their children, most of whom are Generation X, retirement will not be as easy as it was for ...

How one era changed everything about the culture — and why we’re so nostalgic for its creations. Gen X How one era changed everything about the culture — and why we’re so nostalgic for its creations.

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 ...

For Gen Xers, many of them had to grow up figuring out life on their own. That mindset has managed to help them in many ways, but might have also given them some bad habits as well. The habits that ...

Gen X sits in a unique spot between generations. They entered the workforce as traditional pensions were disappearing, took on more responsibility for saving on their own, and watched the retirement ...

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 ...