Turning 50 in 2022: Gen X comes of age

Once you turn 50, the marketing world renders people invisible and always has done. But those turning 50 in 2022 are the original digital generation, the rebellious Gen Xers. How can today’s marketers continue to ignore this noisy generation? Our new research gives them back their megaphone and they have a lot to say.

We spoke to a range of people from different backgrounds, all turning 50 in 2022. We explored their hopes, fears, joys and insecurities. Our research is a call to action to marketeers, to see 50 as a milestone of middle age rather than the start of old age. So, let’s think about how we communicate with this audience and rewrite their script.