While many brands focus on Gen Z and millennials, Gen X remain a highly influential audience – with the spending power and digitally savvy to shape conversations across the internet.
Today, Gen Xers are actively sharing their thoughts, wins, and frustrations across social platforms, and brands need to pay close attention. Whether they’re venting about bad service, celebrating lifestyle changes, or seeking smarter ways to shop, this generation is (also!) shaping conversations across food, travel, and retail.
So, what matters most to Gen X in 2025? We turned to Brandwatch’s Social Panels to find out.
Between January 1, 2024, and March 31, 2025, we analyzed millions of Gen X mentions across X and Reddit. Here’s what they revealed.
Trend #1: Gen X are embracing the long-term wellness reset
For Gen X, wellness isn’t a trend – it’s a turning point.
From cutting out sugar to moderating alcohol use, many Gen Xers are documenting meaningful lifestyle changes online. During the time period we analyzed, weight loss was one of the biggest drivers in food-related discussions, with mentions spiking 181% compared to the previous period.
These aren’t fleeting goals – Gen Xers are sharing emotional, deeply personal milestones as they work toward long-term health improvements. Mentions of detoxing also doubled, with an 86% rise in new voices joining these conversations.
What it means for brands
Gen Xers are in it for the long haul. Brands that offer clean-label, functional products – and acknowledge the emotional side of transformation – can build real trust with this audience. This isn’t about quick fixes; it’s about supporting a generation that’s rewriting what healthy looks like in midlife.
Trend #2: Gen X crave culture, not chaos, in city travel
Gen X are leading the online chatter about urban getaways, with city-related travel mentions 30% above the generational average. But the sentiment? It’s complicated.
More than half (54%) of sentiment-categorized mentions about city breaks expressed anger – frustrations about crowded conditions, confusing logistics, or poor service. Joy ranked second, at 22%, showing that when a trip goes well, city travel can be a highlight.
What it means for brands
Gen X wants rich experiences, not travel headaches. Brands can win by simplifying the city break: offer tools, guidance, and local knowledge that help this generation explore with less friction and more joy.
Trend #3: Gen X expect a seamless online shopping experience
Gen X were early adopters of ecommerce, and today they expect a seamless shopping experience. But the data shows friction: online shopping made up 18% of Gen X retail mentions, and 50% of those were marked with anger. The main culprits according to Gen Xers? Clunky websites, missed deliveries, and poor customer service.
That said, when ecommerce works, it really works – 29% of Gen Xers’ retail mentions expressed joy.
According to Brandwatch’s Iris AI, website usability is a major pain point. Gen X consumers want online shopping to be fast, functional, and frustration-free, and they won’t hesitate to call out brands that fall short.
What it means for brands
Gen X don’t just want a good deal; they want a smooth experience. Brands should audit their digital journey from homepage to doorstep. Fix the bugs, simplify the path to purchase, and earn Gen X loyalty with consistency and clarity.
Gen X are showing up – and speaking out
Whether they’re swapping travel tips or celebrating personal wins, Gen Xers are far from being quiet online. They’re shaping key conversations – and they expect brands to keep up.
Looking for the full picture on how each generation is shaping trends in food, retail, and travel? Jump straight to The Generational Trends Report.
