Gen X news and trends

Innovation Used to Be About Generations. Gen AI Makes It About Everyone
Artificial Intelligence // July 07, 2025

For many Americans, saving money at the grocery store was once a Sunday evening ritual. Out came the scissors and spreadsheets to clip coupons from the Sunday papers stuffed with dozens and dozens of circulars. And a week’s worth of shopping excursions were planned to...

41% of Zillennials Prioritize Price Over Brand Loyalty in Shopping
Consumer Insights // November 11, 2024

Zillennials — who were born between 1991 and 1999 — are reshaping the retail market with a blend of millennial values and Generation Z’s tech-savviness. A PYMNTS Intelligence report, “What Makes Zillennials Shop,” examines this cohort as it drives change with a mix of brand...

Gen Z Uses Grocery Subscriptions 133% More Than Gen X
Consumer Insights // August 08, 2024

As online grocery subscriptions gain in popularity, Generation Z is leading the charge by a considerable margin. By the Numbers PYMNTS Intelligence’s “How the World Does Digital” study surveyed more than 67,000 consumers across 11 countries accounting for nearly half the world’s GDP about their...

46% of US Consumers Say They’re Ready for Open Banking
Banking // July 30, 2024

As younger and affluent consumers drive the trend, open banking payments stand on the verge of widespread acceptance. This payment method, which allows users to complete transactions directly from their bank accounts using familiar online banking credentials, offers a streamlined alternative to traditional methods by...

Interviews & Exclusives
The Gen X Factor in This Year’s Holiday Shopping Equation

December 08, 2025
Gen Xers, the powerhouse of the U.S. consumer economy, are cutting back amid current financial challenges, a move that may already be impacting holiday spending. More than eight in 10 (84%) of these consumers aged roughly 45–60 report facing financial challenges, and only 16% report no concerns, according to data from the latest edition of […]

41% of Zillennials Prioritize Price Over Brand Loyalty in Shopping

November 11, 2024
Zillennials — who were born between 1991 and 1999 — are reshaping the retail market with a blend of millennial values and Generation Z’s tech-savviness. A PYMNTS Intelligence report, “What...

46% of US Consumers Say They’re Ready for Open Banking

July 30, 2024
As younger and affluent consumers drive the trend, open banking payments stand on the verge of widespread acceptance. This payment method, which allows users to complete transactions directly from their...

How the Generations Navigate the Digital Economy: An 11 Country Perspective

July 23, 2024
In an era defined by rapid technological evolution, each generation brings its own distinct approach to digital engagement. This insight emerges from the PYMNTS Intelligence report, “How The World Does...

Quick Reads
73 Pct Of Millennials Will Use Mobile For Holiday Purchases

November 21, 2019
Millennials plan to spend more money this holiday season, and will use their mobile devices to do the majority of their shopping. Discover’s annual Holiday Spending Survey polled Generation Z, millennials, Generation X and baby boomers on their previous holiday shopping habits and upcoming plans to purchase. The results showed that 35 percent of millennials […]

Millennials Bummed Over Social Security Prospects

August 20, 2018
A new study shows that millennials are worried about their retirement, especially their chances of ever collecting Social Security (SS). The Transamerica Center for Retirement Studies (TCRS) “18th Annual Transamerica Retirement...

Apple Watch Isn’t Clicking With Millennials

March 16, 2015
Millennials are enthusiastic about getting HBO Now from Apple. The Apple Watch? Not so much. At least that’s according to an analysis of more than 700,000 tweets during last Monday’s...