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How are Gen Xers bringing up their Gen Z kids? What steps are they taking to financially prepare for the future? How are they adapting to middle age and the associated health concerns?
Inspired and enabled by new technologies, Gen X dads are eager to connect with their kids and want the media to better reflect the realities of modern fatherhood and masculinity.
With their parents living longer and their kids moving out later, many Gen Xers are supporting three generations – and COVID-19 is exacerbating this economic strain.
As they move beyond mid-life, Gen Xers aren’t just ageing gracefully – they’re challenging brands to keep up with their energetic expectations.
Gen Xers are making the most of the digital archives at their fingertips, using YouTube and Spotify to revisit the cultural hits of their youth and finding a renewed sense of identity as they do so.