11/30/2025
Gen X is calling the shots.
Gen X, remember when everyone thought we were the “forgotten middle child” of generations? Yeah… turns out we were just quietly shaping the entire culture while nobody was looking.
We are the kids who grew up on latchkey afternoons, mixtapes, Saturday morning cartoons, landlines, and a deep belief that we should never trust a printer. And somehow, that combination made us the most adaptable, unshakeable, quietly influential generation out there.
Our latest RestlessUrban feature is basically a love letter to that truth.
Gen X is driving culture, shaping conversations, and proving that experience matters more than ever. Not loudly. Not with fanfare. Just with that classic “we got this” energy that has carried us through every weird trend since 1982.
If you have ever wondered whether Gen X still matters, here is your reminder.
We absolutely do. And this might just be our moment.
Read the full story here and enjoy a few “yep, that’s us” flashes of recognition.
Gen X is emerging as the dominant economic force, leading wealth, spending, and leadership into the 2030s. Smart brands are paying attention.