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Gen X: The Hidden Buying Power of the Middle Child Generation
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Gen X may not be trending on TikTok, but they’re quietly driving one of the biggest spending waves in home improvement — and they’re wildly overlooked in most marketing strategies.
In this episode of The Affluent Buyer Script, Katy Doss breaks down why Gen X is your secret weapon if you sell luxury outdoor products or services. We’ll talk about who they are, what motivates them, how they make buying decisions, and — most importantly — how to actually reach them.
You’ll learn:
- Why Gen X is about to surpass Boomers in wealth
- What kind of messaging resonates (and what totally turns them off)
- The best platforms and timing for your campaigns
- Real-world examples of nostalgia-driven messaging that works
- Tactical ways to build trust, credibility, and long-term loyalty
If you’ve been focusing all your efforts on Millennials or Boomers, this episode will make you rethink your entire strategy.
Because Gen X isn’t waiting — they’re ready to buy. You just need to show up.
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