We are Gen X
Strategists • Advocates • Mentors
Helping brands
reach out the UK’s most economically powerful generation.
Helping Gen X entrepreneurs
turn their ideas into thriving businesses.
Founded by Gen X professionals, we are the only Generation X-focused consultancy, offering support, knowledge and insight in the UK and Switzerland. We are…
Strategic Partners
Fixing your Gen X blind spot is one of the fastest ways to improve marketing performance right now.
Learn how to fix your Gen X blind spot.
Mentors
On-demand guidance to help you build, manage, and grow at every stage of your business journey.
Explore how we can support you.
At a glance…
What we offer
1.
Support for businesses to strengthen their connection and maximise their investment with Gen X.
Fixing your Gen X blind spot is one of the fastest ways to improve marketing performance right now.
Delivered through focused workshops and on-demand advisory, we equip businesses, agencies, and creative teams with the generational insight and practical tools to bridge the gap between younger marketing teams and Gen X.
By breaking down stereotypes and challenging outdated perceptions, we help brands connect more effectively with this often-misrepresented audience.
Over-50s represent around two-fifths of the UK’s adult population, yet most feel disconnected from how brands and marketing portray them. With the average age of a marketing team just 33, younger professionals often struggle to engage authentically with older Gen X audiences. As the social and economic landscape has shifted, Gen X is navigating significant changes in how they live and work — and brands need to rethink how they connect with a generation they’ve quietly misunderstood.
With 75% of marketers under 45 and over 80% of over-50s feeling misrepresented by brands, many companies face a costly disconnect from Gen X’s significant spending power.
Most Gen X performance issues are not strategic failures; they stem from disconnects that arise when the people building campaigns are not the people being sold to. When Gen X underperforms, it is rarely because they are disengaged. More often, marketing has simply been optimised for someone else — and when Gen X is not prioritised, the generation with the money is overlooked, leaving immediate revenue on the table.
What businesses gain from working with us:
Explore how we can support your Gen X marketing.
Working with We Are Gen X was one of the smartest investments I’ve made.
Their mentoring was the injection my business needed to get more visible and grow. They helped me clarify my objectives and gave me practical tools to achieve them. Since implementing their strategy, I’ve been able to convert more leads than ever.
Stefanie, Founder, Swiss Education Consulting
2.
Mentoring and Training for Gen X Entrepreneurs
Just some of our training courses available:
Help for Gen X founders and business owners to build and grow their companies.
Delivered by experienced Gen X leaders and subject matter experts, our on-demand mentoring, training programmes and business coaching give entrepreneurs over 45 and small businesses the counsel, knowledge, and practical solutions they need to build and scale with clarity and confidence.
We Are Gen X is built on years of hands-on experience and real-world insight.
We understand the challenges and opportunities Gen X entrepreneurs face — whether by choice or circumstance — because we’ve built impactful, thriving companies ourselves.
What you’ll gain through mentoring:
Whether you’re at the spark-of-an-idea stage or questioning what comes next in your growth strategy, you don’t have to do it alone.
About
I created We Are Gen X after noticing a growing disconnect around my generation — not in our lived reality, but in how society, media, and business had started to define us.
Gen X was being misrepresented and quietly written off as invisible, past our prime, or no longer worth investing in. At the same time, I was seeing the opposite everywhere: Gen Xers remaining one of the most influential and economically powerful cohorts in the market, still leading, building, and influencing — and increasingly redefining how they live, work, and age.
With over two decades of international experience across brand, marketing, and business growth in the UK, Europe, and Asia, We Are Gen X was built to address that gap from both sides. Today, the work focuses on helping brands reconnect with a generation that remains powerful, influential, and widely misunderstood, while supporting Gen X entrepreneurs as they turn their ideas and expertise into successful businesses.
Tracey, Founder of We Are Gen X
Contact Us
Whether you are a Gen X entrepreneur ready to grow, or a business looking to connect more effectively with the Gen X audience, complete the form below and I’ll respond within 24 hours.
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