In today’s race to win consumer loyalty, brands have been sprinting toward Gen Z and Millennials with TikTok campaigns, digital drops, and wellness-forward innovation. But a critical (and often overlooked) consumer group has quietly emerged as a retail powerhouse: Generation X.

Born between 1965 and 1980, Gen X shoppers may not command the flashiest headlines, but they’re delivering some of the strongest retail performance metrics across the board. At NIQ, we’re calling this generational influence “The X Factor”, a nod to both the often-underestimated role of Gen X and the outsized impact they’re having on purchase decisions, product discovery, and brand loyalty.

Read on to learn how smart brands are rethinking who they build for, and why Gen X is back in the spotlight.