Logica Research Writes about Gen X for The Financial Brand


Our Logica® Future of Money Study takes a close look at generational financial personas, including the often ignored Gen X. In a recent article published by The Financial Brand, “Don’t You Forget About Us: Gen X and the Future of Money,” our CEO Lilah Raynor shares insights regarding the money habits of Gen Xers (born between 1965 and 1980). The article highlights how Gen Xers approach money management and how events like the 2008 financial crisis have impacted how they make, spend and invest.



Gen X and Making Money

As discussed in The Financial Brand article, Generation X represents one-third of the U.S. workforce and our study found them to be relatively loyal to their current employers and to value work-life balance. They are also more likely to want their employers to provide financial advice, indicating that the creation of employer-led programs can help meet the unique needs of this generation.


Gen X, Payments and Spending

Generation X prefers using cash as their most frequent payment option, with 79% of them using it because it feels secure and 74% use it to manage their budgets, according to our Future of Money study. The article also talks about using payment apps despite the general perception that such apps are geared towards younger generations. In terms of spending habits, Gen Xers prioritize spending on necessities and are less likely to splurge on luxury items. This frugal approach to spending can be attributed to the fact that many Gen Xers are still paying off debts incurred during the financial crisis, and are also focused on saving for retirement.


Gen X and Investing

According to the article, “Don’t You Forget About Us: Gen X and the Future of Money,” Gen Xers are more likely to be in debt than any other generation, and they are also more cautious about investing. This can be attributed to the fact that many Gen Xers lost a significant amount of wealth during the 2008 financial upheaval, which has made them more risk-averse. However, Gen Xers are still focused on building wealth and planning for retirement—and they are also more likely to seek financial advice from professional advisors.


Make sure to check out  The Financial Brand article for valuable insights into the financial habits of Gen Xers from our Logica® Future of Money Study. It is important for banks and financial institutions to understand the unique needs and priorities of this generation in order to effectively serve and engage with them. Reach out to us to learn more!


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