Generation X Might Not Be a Bust After All Children and Education
This is the third factoid in a series of four factoids focusing on Generation X. Historically named the “Baby Bust Generation,” babies born between 1966 and 1981 are now 35 to 50 years old. Sandwiched between the Baby Boomers and Millennials, Generation X is often overlooked by media and marketers as a worthy target – instead focusing on upcoming Millennials and their future economic influence. Once considered too small in size to make an impact, Generation X is now almost 70 million strong and is the largest generation of consumers alive ages 21 to 65.
These 35 to 50 year olds also have over 50 percent of the children under 18 – further extending their buying power. With homeownership rates up and furniture expenditures at their highest in years for ages 35 to 44, Generation X is poised to make a significant mark through over the next five years and beyond.
Children: GenXers ages 35 to 50 are in their prime family purchasing years for both themselves and their families. Over half (52.9 percent) of children 65.7 million children under 18 reside in GenXer homes. Over 80 percent of those Generation X households are married couples.
Education: GenXers are only slightly less educated than the younger Millennials with 35.7 percent attaining bachelor’s degrees or higher. For 35 to 50 year old GenXers, 38 million have some college of higher degree. The final factoid in this series will detail homeownership and furniture expenditures among Generation X.
Source: U.S. Census Bureau, America’s Families and Living Arrangements, Current Population Survey