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Growing up in the 1970s and 1980s, members of Generation X were the first to be deeply affected by divorce, and they saw their families encounter several periods of economic turmoil. As a result, researchers studying the members of Generation X during their earlier years often found a relatively pessimistic and cautious group of consumers.
Now, however, members of Generation X have become young adults who are driving the new hi-tech economy, forming families, and becoming an increasingly positive economic force. The 37 million 25- to 34-year-olds have an aggregate income that exceeds $1.1 trillion, and they have a substantial influence on a wide variety of sectors. For example, research shows that the rate of homeownership in this age group is higher than that of the Baby Boom generation at an equivalent age. As a result, Generation X consumers are having a major impact on the furniture, housewares, and home improvement industry.
Learn about why young adults are turning to traditional values and family life and how this trend affects marketing strategies. Find out what makes 25- to 34-year-old consumers different from younger adults and older Boomers—and understand what they share in common. Discover how Generation X influences the purchasing decisions of family members and friends. Explore the online shopping behavior of this technology-savvy generation.
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