What to know about Gen Xers shopping habits, according to data from Circana.
“I am invisible. You don’t really see me. Standing here as a representative of Gen X, I can infer that this is a common sentiment,” said Larissa Jensen, vice president and beauty industry adviser at Circana, kicking off her presentation on the Gen X consumer.
Circana’s research showed that across the board, Gen X aligns more closely with Gen Zers and Millennials. “Gen X is no Boomer. We are not the old, older consumer,” Jensen said. “Gen X behaviors align more closely with that younger consumer than with Boomers.” “This consumer is either looking for reassurance or making it easy,” said Jensen, adding that they are more likely to prefer certain brands and are less likely to be swayed by a deal.
Jensen also said that Gen X embraces antiaging terms, but that “menopausal” ranks low on the list in terms of what the consumer would prefer to see on their beauty products. She emphasized the importance of these takeaways when it comes to product naming and brand messaging.
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