Think You Know Gen X? Myths vs. What the Data Actually Shows

Sandwiched between Boomers and Millennials, Generation X (born 1965–1980) is often called the “forgotten generation.” But in reality, they’re one of the most powerful — and overlooked — consumer groups in Nebraska and across the country. They grew up flipping through the local paper, adapted seamlessly to digital life, and today, they’re in their peak earning and spending years.

It’s time to bust some myths about Gen X — and show why they should be at the center of your business strategy.

Myth #1: “Gen X doesn’t read newspapers anymore.”

Reality: Gen X is still a newspaper generation. In Nebraska, nearly 400,000 Gen Xers have a strong relationship with their local newspaper. They turn to it for education policy, local business trends, and community happenings. And they don’t just read one way — two-thirds of Nebraska newspaper readers access content in both print and digital formats, according to a 2025 Coda Ventures study.

That means Gen X is as comfortable scrolling on a smartphone as they are enjoying the Sunday paper with a cup of coffee.

Myth #2: “Gen X is past their prime spending years.”

Reality: Globally, Gen X is the highest-spending generation today. In 2025, they account for US $15.2 trillion in consumer spending, a figure projected to climb to US $23 trillion by 2035 (NielsenIQ).

Here in Nebraska, the numbers tell the same story:

• 81% of newspaper readers buy groceries and rely on ads to guide those choices.

• 37% plan home improvement projects, and 40% shop for new home furnishings.

• They’re also investing in cars, financial services, healthcare, travel, and education — the pillars of Nebraska’s economy.

This is not a generation slowing down. It’s one driving household budgets, business decisions, and market growth.

Myth #3: “Gen X isn’t digital.”

Reality: Gen X lives comfortably in both worlds. In Nebraska, 70% of adults access digital newspaper content through their smartphones — with Gen X squarely in the mix.

Nationally, Gen X shows the same omnichannel habits:

• 58% discover new products online, while 43% still discover them in-store (Fit Small Business).

• They’re active on e-commerce, but they value trusted local sources when making purchase decisions.

For businesses, this means Gen X responds best to campaigns that blend traditional and digital touchpoints.

Myth #4: “Gen X isn’t engaged in their communities.”

Reality: Gen X readers are some of the most civically engaged Nebraskans. According to the Nebraska Statewide Study:

• 92% of Gex X newspaper readers vote in local elections.

• Gen X newspaper readers are more than three times as likely to contact elected officials as non-readers.

This is a generation that not only follows the news — they act on it. They shape policy, influence decisions, and contribute to the future of their communities.

Myth #5: “Other generations matter more to advertisers.”

Reality: Overlooking Gen X is a missed opportunity. They represent about 30% of U.S. households and spend more per household in consumer packaged goods, general merchandise, and quick-service restaurants than Millennials or Boomers (Numerator).

In Nebraska, Gen X newspaper readers engagement translates into real action:

• 39% of readers visit a store after seeing a newspaper ad,

• 37% go directly to the advertiser’s website, and

• 28% make a purchase.

That’s measurable impact for businesses that invest in reaching them.

Why Gen X Matters to Nebraska Businesses

Gen X isn’t forgotten — they’re the backbone of households, neighborhoods, and local economies. They’re raising kids, caring for parents, managing careers, and spending across multiple categories. They value trust, quality, and convenience, making them highly responsive to businesses that communicate clearly and consistently.

For Nebraska businesses, the takeaway is simple: Gen X is the generation that gets things done — and spends while doing it. The smartest way to reach them? Pair the credibility of local newspapers with the accessibility of digital channels.

Gen X is listening. The question is — are you speaking to them?