Add Yahoo as a preferred source to see more of our stories on Google. You know "main character syndrome?" The phenomenon/meme that posits that certain people go about life like they're the stars of ...

Add Yahoo as a preferred source to see more of our stories on Google. Generation X is often overlooked in the cultural conversation, yet quietly holds the reins of resilience. Sandwiched between the ...

Forget the carefree, slacker stereotype; many Gen Xers are finding themselves caught in a complex web of financial strain, caregiving responsibilities, and career stagnation that's unique to their ...

Gen X isn't complaining, but they're quietly overwhelmed (for good reason). As the overlooked generation caught between Baby Boomers and Millennials, Gen Xers are navigating a unique set of challenges ...

As generations change, so do values. Here are the ten old-fashioned Gen X values that people in younger generations seem to ...

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Gen X entrepreneurs are carrying the most economic anxiety among generations of business owners, according to the latest CNBC|SurveyMonkey Small Business Survey. They're the least confident group when ...

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 ...

Middle-aged consumers are no longer plagued by dated formulas and heritage brands clamoring for Gen Z’s attention. The new wave of Gen X beauty is for the it-girls, thanks to a fresh crop of launches.

Welcome to Generational Breakdown, a series where we explore consumer behaviour across all living generations to get a better idea of how they are buying luxury in 2025. “People assume women our age ...

COLUMBUS, Ohio, Dec. 8, 2025 /PRNewswire/ -- Suddenly at the doorstep of retirement, Gen X investors (aged 45-60) are at a crossroads. Despite their proximity to retirement, the prospect of exiting ...