Ep 6: Did Gen X Pledge Allegiance to Functionality and Value?

Gen X gets left out of the generational discourse far too often—but what if they’ve been the ones quietly holding everything together this whole time?In this episode, Aves dives into the lived experiences, cultural impact, and consumer behavior of Gen X. From latchkey kids and Riot Grrrls to menopause startups and R&D brilliance, we’re unpacking what makes this generation tick—and why brands need to stop ignoring them.If you think Gen X is too chill to market to, you’re probably just doing it wrong.Timestamps00:00 Gen X marketing audit insights02:10 Why Gen X is called the forgotten generation04:15 Social change and the rise of Gen X women06:30 Latchkey kids and early independence09:00 Gen X's influence on 90s culture and nostalgia11:10 Riot Grrrl movement and DIY feminism14:00 Where Gen X is now in career and tech adoption17:00 Understanding Gen X buying behavior19:00 Fujifilm’s Gen X-coded business pivot21:30 Economic disadvantages of Gen X24:00 Why brands should stop ignoring Gen XHashtags#GenX #MarketingToGenX #ForgottenGeneration #RiotGrrrl #ConsumerBehavior #LatchkeyKids #DTCMarketing #AdVenturousPodcast #CulturalTrends #GenerationX #BrandStrategy #PerimenopauseAwareness #NostalgiaMarketing #QuietPower #RAndDMatters Work with Pilothouse: ⁠https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast⁠Subscribe on YouTube: ⁠https://www.youtube.com/@DTCPodcastSubscribe to DTC: ⁠https://www.directtoconsumer.co/⁠Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/show/dtcpodcast

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