Doddle Pulse research shines a light on oft-forgotten Generation X

We’re all familiar with the lingo of millennials, baby boomers and Gen Z – but one generation seems to have slipped between the cracks.

Representing those born between the mid-60s to the mid-80s, this group is now between their late 50s and early 40s, and they wield a significant amount of spending power, making 23% more online transactions than either millennials or baby boomers.

Crucially, more than half of this demographic report feeling frustration as a result of being ignored by brands.

Discover more in our Generation X Pulse report.