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

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.



  • 'Doomerangers' are moving back home 'Doomerangers' are moving back home

    More than seven million adults have moved back in with their parents years after leaving the nest. These so-called ‘doomerangers’ (a spin on the boomerang generation) now comprise 14% of the adult population, with financial and emotional factors the main reasons behind their return.

  • Article image What's got Gen X so worried?

    As Gen X reach middle age, they’re growing more concerned about their finances yet remain unprepared for retirement. Additionally, they’re setting off alarm bells with their health problems and heavy drinking. How did they get in such bad shape? And what can be done to address their varied crises?

  • Article image Is there such thing as a Gen X mid-life crisis?

    The stereotypical midlife crisis used to involve flash cars, younger models, dubious fashion choices and maybe a session or two of therapy. Fast forward to 2015 and those entering middle age don’t seem so rebellious. So what does a midlife crisis look like amongst those who refuse to grow up?

  • Article image Are Gen X a bunch of alcoholics?

    While Gen Y binge drink their way through their 20s, Gen X are quietly knocking back the chardonnays. From stressed out city workers to busy mums, alcohol helps us all wind down. But where is the line between enjoying a glass of two of wine and alcohol dependency?