03/11/2026
Are companies and brands paying attention to who is actually calling the shots right now?
Generation X sits at the center of influence.
• Roughly $15 trillion in spending power
• Increasing control of C suite and leadership roles
• The generation bridging analog experience and a digital economy
For years they were labeled the overlooked middle child. Today they are shaping decisions across business, culture and markets.
The question is not whether Gen X has influence.
The question is why more companies are not building strategies around it.
Visit www.restlessurban.com to discover why.