Gen X Emerges as Global Spending Powerhouse: Key Insights from NielsenIQ’s 2025 Report

NielsenIQ’s 2025 report “The X Factor” spotlights Generation X (born 1965–1980) as a driving force in global consumer spending, with expenditures set to peak at $20 trillion by 2033. In 2025 alone, Gen X will spend $15.2 trillion—making them, if counted as a nation, the world’s second-largest consumer market. This “forgotten generation” is now at its spending zenith, especially in developed markets like the US, Canada, Germany, Japan, and the UK.

Key Trends and Behaviors

Gen Xers are pragmatic, digitally savvy, and influential in household purchasing—particularly women, who control half of global spend and shape up to 80% of buying decisions. They are “caretaker consumers,” supporting both children and aging parents, and value reliability, authenticity, and convenience over hype. Gen X dominates spending in categories such as alcohol, beauty, food, and technology, with a strong preference for premium, functional products and sustainable choices.

Implications for Brands and Licensing

For the toy and licensing industry, Gen X’s dual role as provider and consumer is crucial. Their influence on family and cross-generational purchases makes them a prime target for licensed products, especially those with nostalgic or practical appeal. Brands should act now—tailoring products, marketing, and retail experiences to Gen X’s unique needs to capture loyalty and maximize ROI during their peak spending years.

Source:NielsenIQ