Chinese Consumer Generation Series: Generation X

Generation X (X世代/ X一代), born between 1965–1980, is the early adopters of technology. Despite the term Generation X has been used at various times to describe alienated youth from the early 1950s, the term acquired its contemporary application after the release of Generation X: Tales for an Accelerated Culture, a 1991 novel written by Canadian author Douglas Coupland. They may be a little older, and the “Gen X mindset” may not be as appealing as Gen Z and Millennials, but they are still an important section of the consumer audience.