This generation born between 1965 and 1980 aka Generation X, who really earned their name by showing both their sex and their butts, the ones who “knew life before the Internet but answer emails faster than their kids” is now at the peak of its career and earning power… and yet luxury brands still treat them like an Ikea bookcase: practical, sturdy, but, you know, something to deal with later.
To be fair, Gen X never liked being put into a box. Even back then, they didn’t care for labels neither on jam jars nor on people. Which makes them a big mystery for brands. According to CANAL-Luxe, that’s a strategic mistake roughly on par with “forgetting your suitcase when getting off a train.”
So, out of 1,150 people aged 45 to 65 financially comfortable folks in the U.S., France, the UAE, and China the report shows that everywhere except China, luxury isn’t a way of saying “look at me” but more like “leave me alone, I’m treating myself.” Basically, we’ve moved from bling to “inner peace with a silk lining.”
More than half of American, Emirati, and French Gen Xers buy luxury for themselves. Not to show off. Which, for marketing experts, is a bit like finding out cats prefer cardboard boxes over pricey toys: kind of inconvenient for the strategy team, right?
Another fun detail: very few of them actually identify with the “Gen X” label. In the U.S., 57% raise their hand kinda but in France it drops to 32%, and in China… 27%. At this point, even “Team Gryffindor” has a stronger sense of belonging.
And forget those disillusioned, existential 90s heroes. The surveyed group feels more like the cast of Friends. And honestly, who hasn’t dreamed of having Monica’s apartment on Chandler’s salary?
When asked to describe themselves, answers vary: “optimistic” in China, “curious” in France, “resilient” in the U.S. Basically, people who survived the birth of the Internet, the arrival of cell phones, the Nokia 3310, MSN Messenger, and early animated web ads. A true saga.
Many have ditched the grunge aesthetic for a “quiet confidence” vibe. The kind of people who don’t seek social validation… but can spot hand-stitching from 30 feet away.
Personally, I’d say “they’re self-focused.” Yes, but not in the Instagram-selfie way. More like: “I want a perfect object, thank you, and no fuss.” They’re willing to pay, but only for flawless.
And luxury tastes still vary by region: in France, people want heritage, craftsmanship, “made by someone who’s worn a leather apron for 40 years.” In the U.S., it’s about wellness and experiences basically something between a Nordic spa and a spiritual retreat with detox juice.
But everywhere, one idea keeps coming back: luxury is also being able to say what you want, when you want. So maybe the ultimate luxury is simply… turning off your phone.
FM