Boomer vs Gen X: How Different Are They, Really?

When people talk about generational marketing, it’s usually Millennials or Gen Z stealing the spotlight. But here’s the thing—Boomers and Gen X still control the lion’s share of spending power, especially in high-value categories like real estate, healthcare, financial services, and home improvement.

That’s why understanding the dynamic between Boomer vs Gen X is interesting and essential for any brand trying to reach adult decision-makers in 2025.

These two generations might live next door to each other, but their values, habits, and communication styles are often worlds apart. Boomers came of age in an era of post-war optimism and structured authority. Gen X, on the other hand, was shaped by change—divorce rates rising, tech evolving, and institutions losing public trust.

If you’re marketing to either group, you need to know what makes them tick. Let’s break it down.

Boomer vs Gen X: Age Range and Life Stage

Let’s start with the basics—who we’re talking about.

Most are retired or semi-retired. Many are grandparents. Some are downsizing, others are living it up in active adult communities. Either way, they’re done with the grind and focusing on legacy, lifestyle, and health.

They’re still in it—working full-time, raising teenagers, helping aging parents, and juggling mortgages and savings plans all at once. They’re smack in the middle of life’s messiest and most financially demanding stage.

So in the conversation of Boomer vs Gen X, this isn’t just a generational split—it’s a life stage divide. Boomers are reflecting. Gen X is managing. And those differences shape how they shop, what they value, and how they respond to brands.

Financial Power and Spending Habits

When it comes to money, both generations are powerful—but in very different ways.

Boomers hold the bulk of the wealth. As of 2025, they control over 50% of total U.S. household wealth (Federal Reserve, 2025). That’s huge. They’ve had decades to build assets—homes, retirement accounts, investments—and they’re more likely to pay with cash or savings rather than credit. They spend on healthcare, travel, and legacy purchases like real estate for their kids or grandkids.

Gen X, on the other hand, doesn’t hold as much net wealth, but they spend more annually. Their average household spending is around $95,700 per year—the highest of any generation (Collage Group, 2025). They’re in their prime earning years but are also stretched thin, managing kids, parents, and long-term financial goals all at once. Many are still paying off debt while saving for retirement.

Boomer vs Gen X: Technology and Media Use

Here’s where the generational gap really shows.

Boomers weren’t born into tech—they adapted to it. Many learned to text later in life, signed up for Facebook to see photos of their grandkids, and shop online only when it’s easy. They use smartphones, but prefer bigger screens. They still like print, TV, and speaking to a real human on the phone.

Gen X? They’re digital hybrids.

Born in the analog era, but fluent in tech because they grew into it. They were the first to use email at work, navigate early internet, and adopt smartphones as adults. Today, they toggle effortlessly between devices, research products online, and often prefer digital self-service over talking to customer support.

So what does this mean for marketers?

For Boomers, make things accessible and human. For Gen X, give them comparison tools, mobile-optimized pages, and content that respects their intelligence.

Attitudes Toward Brands and Advertising

When it comes to how they engage with brands, Boomers and Gen X could not be more different.

Boomers generally respond well to traditional advertising. They grew up with jingles, taglines, and authority figures in suits telling them what to buy. They’re more likely to trust established brands and value things like customer service, product guarantees, and personal recommendations. A well-written brochure or a friendly phone call still works.

Gen X, on the other hand, is skeptical by default. They grew up watching institutions fail—from political scandals to corporate downsizing—which made them hyper-aware of marketing spin. They don’t want hype. They want honesty. If you say your product is the best, they’re heading to the reviews to see if that’s actually true.

If you’re marketing to Boomers, lean into credibility, legacy, and clarity. If you’re targeting Gen X, give them the data, show them comparisons, and skip the fluff—they’ll do the research either way.

Work, Retirement, and Career Identity

Ask Boomers and Gen X how they feel about work, and you’ll get two very different answers.

Boomers came up in a world where your job was part of your identity. Many stayed with one company for decades, believed in “paying your dues,” and equated career success with status and stability. Retirement is now a reward for that loyalty—and many are easing into it with part-time roles, consulting gigs, or passion projects.

Gen X, in contrast, is all about boundaries.

They witnessed layoffs, burnout, and corporate scandals as they entered the workforce. As a result, they’re more skeptical of company loyalty and way more focused on work-life balance. They value flexibility, remote options, and meaningful time off—and they’ve been “quiet quitting” long before it was a trend.

So in the Boomer vs Gen X discussion, Boomers often see work as legacy. Gen X sees it as a tool—and one that shouldn’t take over their lives.

Boomer vs Gen X: Marketing Takeaways

If you’ve made it this far, one thing is crystal clear: Boomers and Gen X may overlap in age, but they think—and buy—very differently.

So what does that mean for your marketing strategy?

Boomers want trust, simplicity, and personal service. They prefer brands that feel established, easy to reach, and respectful of their time. Phone support? Love it. Clear instructions? Yes, please.

They’ll read your brochure and follow up with a phone call.

Gen X wants proof, convenience, and control. They trust brands that don’t push them, but empower them with comparisons, FAQs, and email content that’s actually helpful. They’re loyal—once you earn it—but you only get one shot to get it right.

And when it comes to channels? Both check email. But Boomers might prefer a phone call. Gen X would rather read the fine print on their own. Marketing to Boomers vs marketing Gen X isn’t about choosing one—it’s about recognizing the nuance.

A one-size-fits-all message won’t work. But if you speak their language, solve their problems, and respect their values—you’ll have two generations that are ready to engage.

Quick Recap: Boomer vs Gen X at a Glance

Boomers (1946–1964)

Gen X (1965–1980)

Use this as your cheat sheet when deciding how to message each group. The differences may be subtle—but they matter.

Final Thoughts on Boomers vs Gen X

Understanding generational behavior isn’t just about age—it’s about mindset. And when you compare Boomer vs Gen X, the contrast is clear.

Boomers want confidence, clarity, and connection. Gen X wants facts, control, and time-saving solutions. Both generations are powerful, engaged, and worth marketing to—but they’re not interchangeable.

If you want to reach them effectively, don’t lump them together. Speak to their values. Respect their experience. And meet them where they are, not where you assume they should be.

That’s how smart marketing turns into long-term loyalty.