Generation X

consumer group consisting of the post-baby boomers generation, born between 1964 and 1984. Generation-X is estimated to include 46 million Americans, or 17% of the U.S. population, spending $125 billion annually. Generation-Xers are characterized as having a high affinity for technology and as being computer and Internet proficient, skeptical about advertising claims, fast spending, and more impressed by personal style than designer price tags. They can be divided into three groups including college and graduate students, young professionals, and married couples. Entrepreneurship is high among Generation X-ers, and they tend to move easily from one employer to another. Coffee bars, extreme sports, and adventure vacations have developed in answer to the desires of Gen-X. Moderately priced retailers such as The Gap are favorites of Gen-X.