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.
- 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.