The quiet power of Gen X is loud enough

In an age when marketing playbooks skew relentlessly towards millennials and Gen Z, India’s Gen X — aged 44 to 59 — seems to be quietly emerging as a force reshaping the contours of the country’s luxury economy. While they may not flood social media with hashtags or viral trends, this cohort is commanding influence where it counts: wallets, trust, and long-term brand loyalty.

Once dismissed in briefs as ‘older audiences’, Gen X is now challenging the notion that marketing must be noisy to be effective. With 25–30% sway over household income decisions, as per a WARC report, but less than 5% of influencer marketing spend directed at them, the mismatch between influence and investment is glaring. Yet, forward-looking marketers are waking up to the strategic edge that comes with courting this high-intent, under-marketed segment.

From platform-first to passion-first

Gen X may not dominate Instagram trends, but they are driving a shift in luxury media planning — from platform-first to passion-first. Brands are leaning into high-context, trust-led environments: golf newsletters, policy journals, or boutique travel platforms — not just for impressions, but for meaningful engagement.

Gone are the days of static brand anthems like ‘Hamara Bajaj’. Today’s campaigns tap into cultural nuance with character-led narratives. Spotify India’s ‘Cool Dad’ campaign exemplifies this evolution — lifestyle-driven storytelling that feels ‘personal, not preachy’, reflecting the subtle self-awareness of this generation.

Experiential plays are also gaining ground. Mercedes-Benz’s partnership with the Nita Mukesh Ambani Cultural Centre (NMACC) during its Cultural Weekend was a calculated move. With exclusive formats and intimate guest lists, the brand repositioned itself beyond automobiles to occupy cultural capital — a space that resonates deeply with Gen X’s preference for immersive, heritage-rich experiences, without excluding other generations.

Recalibrating for credibility

But unlocking Gen X’s attention isn’t a simple matter. They pay a lot more onus on trust over trend. After all, this generation grew up with Doordarshan and print ads. But they’ve adapted to digital on their own terms. And therein lies the nub.

Shailja Saraswati, chief content officer at Omnicom Media Group India, underscores this shift. “Long-form videos help tell emotionally rich brand stories, while good old print and testimonials continue to be incredibly powerful mediums for earning Gen X's trust,” she noted.

This demographic favours thoughtful content — detailed LinkedIn posts, well-researched newsletters, in-depth OTT storytelling — over fast-scrolling formats. Luxury, for them, is earned, not flaunted. Craftsmanship and provenance matter more than hype or virality.

Deborah Belho, assistant general manager at Bergner India, said their media planning has evolved accordingly. “Events like our multi-city roadshows with Michelin Star Chef Vikas Khanna and the Indian Cooking Club by Bergner have allowed us to engage Gen X consumers in a way they appreciate, through live demonstrations, cultural relevance, and meaningful conversations around cookware and cooking. Experience still holds very high with all generations,” she said.

The media mix, Belho added, is being steered towards hybrid models: “The biggest shift? From chasing impressions to building trust. For us, it is no longer just about visibility; it’s about being present where Gen X consumers pause, think, and evaluate. And that requires a more intentional, insight-led media strategy than ever before.”

The peer principle

Reaching Gen X isn’t about flashy ads or clever memes. It’s about showing up as a peer — one who respects their time, intellect, and life experience.

Anisha Kotian, assistant vice president of 1862 (India and SEA) at OML, who is also the marketing lead for Bacardi, stressed the need for channels that add substance. “High-trust channels like newsletters, LinkedIn, long-form video, or testimonial-led content play a crucial role in crafting luxury narratives for this demographic, but they are often looked at the wrong way. Their primary role is to add intellectual heft and support real-world interactions, not just to exist online,” she explained.

That trust imperative is echoed by Upasana Raina, HR director at GI Group Holding. “Although they possess strong buying power, Gen X purchasing decisions tend to be thoughtful, measured, and value-driven, rather than impulsive.”

This makes them immune to flash-in-the-pan campaigns. For Gen X, brand choices must be authentic and aligned with personal values. “They gravitate toward brands that align with their values and offer products that feel like a natural extension of their identity, not just a symbol of wealth,” Raina added.

Visual design and content formats must follow suit. Smita Joshi, vice president – home textiles and exports at Nesterra (a Sutlej Brand, KK Birla Group), said their storytelling is rooted in the everyday. “Visually, we focus on clean, elegant formats — less clutter, more context. Storytelling is rooted in real-life moments: a well-set reading corner, a cosy family space, or a festive makeover,” she claimed.

Function over flash

For Gen X, storytelling must be underpinned by logic, utility, and long-term value — especially in categories like home improvement or sustainable design. “Instead of trend-based formats, we use case studies, client testimonials, expert quotes, and climate-specific applications,” said Dinesh Chandra Pandey, founder of Shankar Fenestrations and Glasses. The tone, he added, remains “factual yet aspirational”, framing products as investments in sustainable living. But even with these insights, Gen X still remains largely invisible to many brands’ digital dashboards.

Sushant Pathak, CMO of StoneX Global, pointed out that while budget allocations for Gen X are still hard to generalise, certain categories — such as real estate, luxury wellness, and finance — are beginning to pay closer attention.

Marketing teams are increasingly tasked with targeting the 45–60 demographic, who evaluate quality and return on investment more seriously than likes or shares. Yet, many continue to be lured by younger, more trackable audiences.

“Part of it is FOMO — nobody wants to miss out on what’s trending. The other issue is that Gen X is harder to track online. They do not always comment, like, or share, but they are reading, comparing, and making decisions,” said Bandana Kaur, influencer and brand lead—fashion and beauty at Dot Media.

That doesn’t mean they’re absent. “So, what we do is bring data. We show that Gen X leads convert faster, spend more, and stay loyal longer. It is not that they are invisible; they are just private. But once they trust you, they stick,” Kaur said.

The cultural dividend

For Gen X, culture is more than content — it’s currency. Brands that weave themselves into meaningful cultural moments — rather than just slap logos onto sponsorships — are seeing long-term gains. From OTT deep-dives to private events, and thoughtful testimonials to contextual design, the Gen X playbook isn’t about chasing noise. It’s about building resonance.

And therein lies the challenge — and opportunity — for marketers. Gen X isn’t waiting to be discovered. They’re already watching. The question is: will brands meet them where they are?

In an era of ever-shortening attention spans, Gen X is asking brands to slow down, show up, and mean what they say. For agencies and marketers seeking not just conversion but connection, that may be the only KPI that counts.