{"id":711609,"date":"2025-11-19T15:28:03","date_gmt":"2025-11-19T12:28:03","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=711609"},"modified":"2025-11-19T15:28:03","modified_gmt":"2025-11-19T12:28:03","slug":"gen-x-is-quietly-dominating-luxury-heres-how-to-approach-them","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=711609","title":{"rendered":"Gen X Is Quietly Dominating Luxury. Here\u2019s How to Approach Them"},"content":{"rendered":"
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Consumer Behavior<\/span><\/div>\n<\/div>\n

Gen X Is Quietly Dominating Luxury. Here\u2019s How to Approach Them<\/h1>\n
By <\/span>Laure Guilbault<\/span><\/span><\/span><\/div>\n

November 19, 2025<\/p>\n

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    Nicole Kidman at Chanel SS26.<\/span>Photo: Pascal Le Segretain\/ Getty Images<\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<\/div>\n
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    Born between the 1960s and 1980, Generation X represents \u201ca powerful yet underexplored demographic\u201d, according to a new study by Paris-based market research firm OpinionWay, commissioned by creative agency Publicis Luxe. A survey was conducted across 1,150 respondents between April and June 2025, all of whom are aged 45 to 65, and fall in the top 10% income brackets in France, the US, the UAE and China.<\/p>\n

    Publicis Luxe chief strategy officer Deborah Marino, who led the study, shares what brands should know about Gen X and how to approach them.<\/p>\n

    Vogue<\/em>: Why did you decide to lead a study on Gen X?<\/strong><\/p>\n

    We are inundated with studies about millennials and Gen Zs. \u200aWe needed to carry out an in-depth survey on Gen X, which is of great interest to our clients. Fifty million consumers \u2014 mostly younger consumers \u2014 have vanished from the luxury market over the last two years. Suddenly, brands were saying: \u2018We actually need to refocus on our core audience \u2014 the people who are our most loyal customers and our VICs, Gen X.\u2019 They are the top spenders across different brands, because the other groups today are either smaller in numbers \u2014 boomers \u2014 or less affluent.<\/p>\n

    Vogue<\/em>: What are the key findings?<\/strong><\/p>\n

    We often say that Gen Xs are cynical, sad, listening to Radiohead while being a bit gloomy. In reality, the first thing that characterizes them is optimism. Optimism is the top descriptor among 55% of Chinese respondents, 40% in the United Arab Emirates, 36% in the US, and even the French score 24%.<\/p>\n

    This is also the generation most connected to everyone around them. Gen Xs describe themselves as the \u2018sandwich generation\u2019, because they are caught between their parents and their children. It\u2019s especially true in China and the UAE, where families often live under the same roof. Ninety-five percent of Chinese respondents and 94% in the UAE see themselves as an essential link between their parents and their children. But it remains extremely strong worldwide, at 81% in France and 79% in the US.<\/p>\n

    Vogue<\/em>: What does this optimism and connectedness mean for brands?<\/strong><\/p>\n

    These traits can show up in campaigns featuring multiple generations of children, parents and grandparents to highlight this connection and bond. The portrayal of a family is something that will absolutely resonate with Gen X. It can also show up in product portfolios. We can propose products that are either very traditional or very new, since we know Gen X will buy for themselves as well as others.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    The entire hospitality universe is, today, almost tailor made for Gen X. The focus on \u2014 or the promise of \u2014 serenity, curiosity, the ability to share moments with your family, etc. These are all absolutely Gen X values. When you look at the way it\u2019s presented \u2014 the words used, the images \u2014 it\u2019s meant for people in their 50s who are going to spend in hospitality and wellness. They see themselves as entering a \u2018second youth\u2019, which is exactly why promises of longevity land powerfully; they are also very attentive to mental health.<\/p>\n

    Also, don\u2019t think that Gen X isn\u2019t tech-savvy. Gen X is actually the fastest-growing group on TikTok. They invest in tech tools, but, since they were raised without them, they can step away from them easily. They are analog and digital in equal parts.<\/p>\n

    What\u2019s essential for Gen X is connection. What they hate \u2014 and this came up in the qualitative interviews \u2014 is interacting with machines. For Gen X, interactions must be human. For example, Cartier\u2019s Christmas campaigns featuring its bell boys convey the message that clients will be treated by humans as humans. These are people who absolutely want a one-to-one relationship with luxury brands, and they don\u2019t believe that a machine can replace that.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n

    Source URL: http:\/\/vogue.com\/article\/gen-x-is-quietly-dominating-luxury-heres-how-to-approach-them<\/p>\n","protected":false},"excerpt":{"rendered":"

    Consumer Behavior Gen X Is Quietly Dominating Luxury. Here\u2019s How to Approach Them By Laure Guilbault November 19, 2025 Nicole Kidman at Chanel SS26.Photo: Pascal Le Segretain\/ Getty Images Born between the 1960s and 1980, Generation X represents \u201ca powerful yet underexplored demographic\u201d, according to a new study by Paris-based market research firm OpinionWay, commissioned […]<\/p>\n","protected":false},"author":1,"featured_media":711610,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[50],"class_list":["post-711609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-vogue-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/711609","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=711609"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/711609\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/711610"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=711609"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=711609"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=711609"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}