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  • Lincoln Financial connects with Gen X through family
  • Lincoln Financial connects with Gen Xers
    CitizenM Hotels (2015) ©
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Lincoln Financial connects with Gen X through family

It's hard to spot a Gen Xer in an ad these days. Wedged awkwardly between Boomers and Gen Y, this cohort is a smaller demographic – and often an afterthought for brands. With its latest ad, US-based Lincoln Financial is leading efforts to reconnect with these consumers.

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