Understanding Gen X vs Gen Z can make all the difference in marketing. These two groups share some habits but have very different needs, values and online routines.
That means marketing to Gen X and marketing to Gen Z is vastly different.
In this article, we’ll break down what makes each generation tick and give you clear tips for speaking their language.
You’ll get fresh data points, real examples, and simple takeaways you can use today.
Whether you’re planning a new social campaign or reworking your email flow, knowing these differences will help you connect – and convert.
Want to compare other generations, too? Check out our articles on:
- Boomers vs Gen X
- Gen Z vs Gen Alpha
- Millennials vs Gen Z
- Gen Z vs Boomers
- Millennials vs Gen X
- Boomers vs Millennials
1. Gen X vs Gen Z: Age Range and Life Stage
Gen X grew up when MTV debuted and the internet was a novelty.
They were born between 1965 and 1980, making them 45–60 years old in 2025. Many are at the peak of their careers. Children might be teens or young adults. Some have aging parents under their care.
Gen Z arrived after 1997, right into a world of smartphones and social media. They’re 13–28 in 2025. A good chunk is still in school. Others are starting entry-level jobs, internships or side gigs.
Life stage shapes what each group cares about.
Gen Xers juggle mortgages, retirement plans, and family health. They value stability and practical solutions. Gen Zers look for flexibility. They switch between classes, part-time work, and passion projects.
Thinking about these stages helps you choose the right message.
A Gen X audience might click on tips for saving on property taxes. A Gen Z group would respond to content on building a side hustle or landing that first marketing gig.
2. Financial Power and Spending Habits
Gen X controls a hefty share of the economy.
In 2025, they hold about 28 percent of U.S. household wealth (Federal Reserve, 2025). They spend on home improvements, college fund,s and reliable vehicles.
Gen Z’s wallet is smaller but growing fast. They account for roughly 9 percent of national assets as of 2024 (Federal Reserve, 2024). They focus on affordable trends – fast fashion, budget tech, and resale marketplaces.
Gen X looks at big purchases with a long-term view. They research mortgage rates and savings plans. They value proven quality and measurable returns.
Gen Z buys on impulse when an item feels fresh or exclusive. Limited-edition drops on sneakers or a viral gadget on TikTok can spark instant demand. They trust peer reviews and influencer takes more than glossy ads.
When you plan offers, match their budgets and mindsets. For Gen X, highlight cost-per-year savings or durable warranties. For Gen Z, tease limited releases, student discounts, or buy-now-pay-later options.
3. Technology and Media Use
Gen X bridges old and new tech.
They check email first – around 21 percent open rates in 2024 (Mailchimp, 2024). They browse news websites on desktops before switching to smartphones for social updates.
They still read long-form blog posts when researching big buys.
Gen Z lives on mobile.
TikTok users spend about 95 minutes daily on the app (DataReportal, 2024). They scroll YouTube Shorts, Snapchat Stories, and Discord chats. Live streams and VR events catch their attention.
Gen X values reliable channels – email, LinkedIn and Facebook. They respond to webinars and detailed guides.
Gen Z wants quick-hit content. Bite-sized videos, interactive filters and polls appeal most. They expect brands to reply in real time via chatbots or social threads.
To reach both groups, pick your mix wisely. An email newsletter with a deep dive can win Gen X. A quick TikTok demo or Snapchat lens will hook Gen Z. Combining both lets you cover all bases and keeps your brand top of mind.
4. Attitudes Toward Brands and Advertising
Comparing Gen X vs Gen Z shows a shift in brand expectations. Gen X looks for trust signals – third-party reviews, expert endorsements and quality seals. They want proof that a product does what it claims.
Gen Z demands authenticity.
They see through polished messaging. About 60 percent of them won’t buy from brands they find inauthentic (Deloitte, 2025). They expect companies to take real stands on social issues and show the impact of their actions.
Gen X cares about reliability and value. They’ll read case studies or watch product demos. Gen Z checks peer comments and influencer posts. They want to see real people using your product in their daily lives.
When you create ads, think in terms of evidence vs experience.
Showcase independent reviews and data points for Gen X. For Gen Z, use unfiltered video clips, behind-the-scenes stories and live Q&A sessions on social channels. That strategy speaks to each group’s core needs.
5. Work, Career Stage, and Lifestyle
Gen X vs Gen Z at work shows a clear divide. In 2024, 65 percent of Gen Xers said job security mattered more than perks (Gallup, 2024). They seek clear career paths, solid benefits and predictable hours. Many balance full-time roles with family commitments.
Gen Z prizes flexibility.
Over 70 percent expect remote options and mental health support (Deloitte, 2025). They switch between gig work, freelance projects and internships. They measure success by purpose and personal growth.
Outside the office, Gen X sticks to routine hobbies – weekend DIY, book clubs or family sports leagues. They value face-to-face community events.
Gen Z sees free time as a mix of fun and development. They might stream a live concert, then jump on a coding workshop. They blend activism, creativity and socializing seamlessly.
To connect, offer resources that match each group’s goals. Leadership webinars or pension planning guides work for Gen X. For Gen Z, launch virtual hackathons, micro-learning courses or social-impact challenges.
6. Gen X vs Gen Z: Marketing Takeaways
Let’s get into tactics for Gen X vs Gen Z – so your next campaign really resonates.
Channel Mix
- Gen X: Email remains king. Use targeted newsletters with clear subject lines and links to detailed guides. Supplement with LinkedIn articles or Facebook Group posts.
- Gen Z: Focus on TikTok, Instagram Reels and Snapchat. Short video challenges, interactive polls and AR filters drive engagement.
Content Style
- Gen X wants depth. Offer case studies, white papers or webinars that solve real problems – like retirement strategies or home-office setup tips.
- Gen Z wants fun and authenticity. Produce memes, quick tutorials or day-in-the-life vlogs. Let real users co-host your live streams.
Personalization
- Gen X values tailored recommendations in email. Segment by past purchases or career stage to suggest relevant products or services.
- Gen Z expects dynamic experiences. Use in-app triggers – like a flash sale popup after they browse a product – and let them customize products in real time.
Community Building
- Gen X trusts expert forums and webinars. Host a quarterly virtual roundtable with industry leaders.
- Gen Z thrives on peer communities. Create a branded Discord server or TikTok hashtag challenge. Encourage user-generated content and reward top contributors.
Trust Signals
- Gen X responds to third-party validation. Highlight expert reviews, press features and awards.
- Gen Z looks for raw, behind-the-scenes proof. Share mistakes, show your team in candid moments and spotlight real customer stories.
Measurement
- Track email open rates, click-throughs and webinar sign-ups for Gen X.
- For Gen Z, monitor video completion rates, engagement ratios (comments, shares) and hashtag challenge participation.
With this playbook you can fine-tune your messages for each group, drive higher engagement and boost conversions across both audiences.
7. Quick Recap: Gen X vs Gen Z at a Glance
- Age & Life Stage: Gen X is 45–60 juggling careers, mortgages and family; Gen Z is 13–28 balancing school, side gigs and early jobs.
- Buying Power: Gen X holds 28 percent of U.S. wealth; Gen Z holds 9 percent but grows fast with new earners.
- Media Habits: Gen X checks email, blogs and Facebook; Gen Z devours TikTok, YouTube Shorts and Discord chats.
- Brand Needs: Gen X looks for proof and reliability; Gen Z demands authenticity and social impact.
- Work & Lifestyle: Gen X sticks to routine and stability; Gen Z blends creativity, activism and flexible work.
Keep this cheat sheet handy when planning campaigns around Gen X vs Gen Z.
8. Final Thoughts on Gen X vs Gen Z
Understanding the contrast between Gen X vs Gen Z gives your marketing strategy an edge.
Keep refining your approach. Use surveys, social listening tools and small-scale tests to see what resonates. What works for one generation might not for the other.
At Udonis, we combine data and creativity to help brands connect with both groups. When you know what each generation cares about, you build stronger relationships – and better bottom-line results.
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