Mary Ellen Dugan

Generational Fan Girl

I am a self proclaimed generational fan girl, a researcher, marketer, author, and explorer of what makes Boomers, Gen Xers, Millennials, and Gen Z tick. After leading four major studies, I have landed on a clear conviction: the real growth engine sits with adults over 50 in Generation X.

Most brands still chase Gen Z headlines. I am waving the flag for the 15 trillion dollar global spending power of Gen X, the forgotten middle child who is reshaping work, wealth, and wellness.

I have worn the CMO hat, scaled start ups, and produced the documentary makeSHIFT. What did I learn? Marketing works best when you find untapped opportunities. For me, that means adults over 50 in Generation X. They are the overlooked audience everyone else is missing. In my book, Gen X: The X Factor for Growth, I make the case that businesses cannot build the future while ignoring this powerhouse generation.

At RestlessUrban, I am exploring how generational data and authentic stories can finally give adults over 50 the spotlight as the hero of what comes next.