man talks on cellphone at work


Sandwiched between the larger generations of Millennials and Baby Boomers, Generation X (ages 38 to 53) came of age in the 80s and early 90s, a time of personal computing and 24-hour media, the dot-com boom and, of course, the dot-com burst.

According to, "The future of wealth in the United States," a 2015 report by Deloitte, Generation X is forecast to experience the highest increase in share of national wealth between 2015 and 2030, climbing from 14 percent to nearly a third (31 percent).1

Gen X in brief

  • Skeptical by nature.
  • Technologically savvy.
  • "Grew up" alongside the internet.
  • Witnessed both the 2001 and 2008 recessions.
  • Frequently considered self-reliant and entrepreneurial.
    • Gen X paved the way for the high-tech industries and startup culture.
    • Famous Gen X entrepreneurs include Elon Musk, Michael Dell and Marissa Mayer.

Best practices

Communication methods

  • Speak with transparency.
  • Ensure communication with them is direct and relevant.
  • Invest in a well-designed and easy-to-navigate website.
  • Marketing information may have a negative effect on your relationship and make them feel patronized.
  • Help them solve their own problems.
  • Keep them involved in the decision-making process.
  • Give personal anecdotes or stories to be relatable.
  • Approach your services as a coach: an advisor who is willing to help educate them when necessary and to challenge them to invest in order to reach their goals.

Meeting with them

  • Balance formal, in-person meetings at your office with informal meetings.
  • Offer to hold meetings outside of normal business hours.
  • Consider virtual meetings.