Not lost but leading: Why Gen X is the generation to watch
Gen X: The X Factor for Growth shines a spotlight on the 65 million Americans born between 1965 and 1980. An overlooked powerhouse with $2.4+ trillion in annual spending power. Representing over 30% of the workforce, Gen Xers juggle funding their kids’ education, caring for aging parents, and financing everyone’s mobile plans. They’re also the OGs of technology, shaping the digital revolution from the dot-com era to the rise of AI. And, notably, more than 53% of Fortune 500 CEOs are Gen Xers.
So why isn’t anyone talking about them?
Often dismissed as the “lost generation,” Gen X is quietly redefining Work, pioneering new Wealth-building strategies, and driving the Wellness revolution. This book reveals the untapped potential of this dynamic cohort through case studies, data-driven insights, and go-to-market strategies.
This isn’t nostalgia — it’s a wake-up call. Gen X: The X Factor for Growth is the essential guide for anyone ready to harness the generation hiding in plain sight.
Available as ebook, paperback and hardcover.
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