How is the cost of living crisis impacting Gen Xers?

©Careful (2024)

REPORT

27 Feb 2024

British adults who are providing support to their parents, children, and even grandchildren are in a precarious spot as the cost of living crisis places strain on their finances. How are members of Gen X coping in their role as multigenerational financial anchors, and how can brands help them out?

Paul Roberts

Paul Roberts is a senior account director at the Family Building Society, which provides products and services aimed at parents who want to support their children.

Athina Vlachantoni

Athina Vlachantoni is a professor of gerontology and social policy at the University of Southampton. She also serves as the deputy editor of the journal Ageing & Society.

Sarah Drumm

Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.

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