Gen X: The Hidden Buying Power of the Middle Child Generation

Gen X may not be trending on TikTok, but they’re quietly driving one of the biggest spending waves in home improvement — and they’re wildly overlooked in most marketing strategies. 

In this episode of The Affluent Buyer Script, Katy Doss breaks down why Gen X is your secret weapon if you sell luxury outdoor products or services. We’ll talk about who they are, what motivates them, how they make buying decisions, and — most importantly — how to actually reach them. 

You’ll learn: 

• Why Gen X is about to surpass Boomers in wealth 
• What kind of messaging resonates (and what totally turns them off) 
• The best platforms and timing for your campaigns 
• Real-world examples of nostalgia-driven messaging that works 
• Tactical ways to build trust, credibility, and long-term loyalty 

If you’ve been focusing all your efforts on Millennials or Boomers, this episode will make you rethink your entire strategy. 

Because Gen X isn’t waiting — they’re ready to buy. You just need to show up.