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  • How have Gen Xers shaped British ‘coolness’?
  • How have Gen Xers shaped British ‘coolness’?
    TED Conference, Creative Commons (2016) ©
Thought leader

Why Generation X are just the coolest

Gen X may be overlooked by marketers, but they've impacted everything from music to fashion to politics. Now that they’re in their 40s, they’ve replaced drug-fuelled raves with dinner and diapers – but that doesn't mean they're any less cool, as Tiffanie Darke, author of Now We Are 40, tells Canvas8.

Location United Kingdom

Scope
“I got the idea to write about Generation X when I moved from the editorial world into advertising and marketing,” says Tiffanie Darke, former editor of the Sunday Times Style Magazine and author of Now We Are 40. “I used to go to these meetings and everybody would bang on about Millennials, how cool they were, how different they were, how they loved artisan coffee and lumberjack shirts. Or they would go on about Boomers, and how they’re a really interesting demographic because they've got all the money and they all go trekking and swipe right on ...

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