The Gen X Surprise

Data-driven Marketing


Many companies are chasing Millennials as their customers of tomorrow. Or they might be pursuing Baby Boomers who are often heard to have money to spend.

Guess which generation has the highest estimated discretionary spending AND total income AND credit balance? It’s Generation X. So if you are looking for customers that are likely to spend now or might need loans, then consider Gen X as a good bet for your products and services.

Did You Know: The Gen-X Surprise

Source: Discretionary Spending DollarsTM, Income360®, CreditStyles® Pro

All Ages Rely on Credit

No matter what generation a consumer might be part of, most households’ credit balance exceeds their income. Here’s how the generations stack up.

Credit-to-Income Ratio – Estimated Averages per Household

  • Millennials: 116%
  • Generation X: 112%
  • Baby Boomers: 109%
  • Silent Generation: 109%
  • GI Generation: 107%

Source: CreditStyles® Pro, Income360®


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