Generation X is a demographic age cohort that accounts for a larger share of the U.K. population than it does in the U.S. This means Gen X plays a comparitively bigger role in the U.K.'s cultural and economic life.
Some believe Generation X will be regarded as the greatest generation of all time - we think it's certainly the coolest.
Generation X was born between 1965 and 1980, arriving just in time to see the world turn from black & white to colour. It's a pivotal age group that was touched briefly by the previous age of post-war industrial grime, plain food and heritage attitudes to things like sexuality and personal hygiene.
We had our first research-based contact with Gen X back in the mid’90s when this cohort defined the clubbing and fashion-obsessed youth market of that decade. Since then, we have followed Gen X’ers closely as they refused to grow old like their parents.
Some believe Gen X will be regarded as the greatest generation of all time - we think it's certainly the coolest.
Generation X is a demographic age cohort that accounts for a larger share of the U.K. population than it does in the U.S. This means Gen X plays a comparitively bigger role in the U.K.'s cultural and economic life.
In the late '90s, Colourtext's CEO Jason Brownlee had the privilege of chairing the ROAR project, which was UK media's largest continuous research initiative on youth culture, media consumption, and brand loyalty. Now, 25 years later, it’s fascinating to reflect on how some brands dominated the youth market—and how the landscape has shifted.
The formative childhood experience for many Gen X'ers was the unprecedented growth of divorce and family break-up during the 1970s and '80s. Generation X heard everything and forgot nothing of what was said during the vicious late night fights between its parents.
Gen X responded with possibly the greatest burst of creativity in popular music and youth culture the world will ever see.
Generation X has always been at the forefront of new trends in fashion and technology. Now the coolest generation of all time has a new frontier of anti-ageing to explore.
Gen X will probably be the last generation to remember when humans were limited to a natural health span and lifespan.