Who We Interviewed

To gain deeper insight on this cultural shift and the impact it will have, REAL Brand Strategy connected with Gen X women directly. We surveyed 750 women, all born between 1965-1980 (currently aged between 40-55) via a national quantitative study. We also conducted a series of 60 in-depth, semi-structured interviews, including Gen X executives and early adopters.

What We Talked About

During our interviews, we covered a wide range of topics, including beauty, health, financial health, aging, family, menopause, careers, self-esteem, cultural relevance, attitudes towards midlife, and desires. 

What We Found

Using both qualitative and quantitative data, we found that the typical, prevailing assumptions of Gen X women are not necessarily accurate or reflective of this generation, which unveiled a number of currently untapped opportunities for brands. The key insights from our report illustrate this and can be thought of as building blocks towards untapping the projected billion-dollar opportunities available to those who develop a culturally credible relationship with  Gen X women.