Revealing the Unsuspected Power of Gen X

Generation X: The overlooked powerhouse of Canadian consumers

For years, Generation X has operated quietly in the background of marketing conversations. Often described as independent to the point of indifference, this generation is commonly underestimated.

Yet our research with Callosum shows a more nuanced reality: Gen X holds unprecedented spending power, demonstrates clear brand loyalty, and makes decisions guided by strong personal values.  

In the article featured in The Globe and Mail’s Report on Marketing (ICA), Maryse Sauvé, VP, Brand and Communications Strategy at PIGEON, explains why brands must pay attention to this influential generation and how they can connect meaningfully with them.

Read the full article and discover our insights →
https://globemediagroup.ca/the-pragmatic-power-of-canadas-forgotten-generation/