The Luxury Market’s Blind Spot: Why Ignoring Gen X Is the Biggest Mistake Brands Are Making Right Now
Gen X is the luxury industry’s blind spot. Born between 1965 and 1980, this group is now in their peak earning years, with spending power, loyalty, and cultural influence that younger generations simply don’t have. Yet despite their wealth and clarity of values, they are wildly under-targeted.
The data says it's time to change that.
High Spending Power. High Standards. High Loyalty.
Publicis Luxe and OpinionWay’s report reveals one of the biggest overlooked insights in luxury today.
94% of Gen X in the UAE and 89% in China say they are willing to pay more for luxury that aligns with environmental values
85% of Guerlain’s revenue in the MEISA region comes from Gen X (per Nicola Lavelle, Digital Marketing and Communication Director)
Gen X is the most loyal generation to heritage brands, maintaining emotional ties that younger consumers rarely form
These consumers aren't just shopping for luxury. They are investing in symbols of identity, quality, and purpose.
They Buy Experiences. Not Status.
In nearly every global market surveyed, Gen X prefers luxury experiences over luxury things.
Except in China.
A global majority of Gen X said if they received unexpected funds, they would invest or spend on high-end experiences rather than on apparel or cars
In China, 40% opted for physical luxury goods, bucking the experience-first trend
Over half of Gen X globally buy luxury for self-fulfillment rather than for social validation
Joachim Schweier of The Dolder Grand explains it best:
“Gen X doesn’t keep up with the Joneses. They care about their own needs. They demand quality and will pay for it, but only if it’s truly exceptional.”
They don’t suffer from FOMO. They suffer from FOQC: Fear Of Questionable Quality.
Identity: Not Just Age. It's Meaning.
How Gen X describes themselves differs by region:
• China: 55% describe themselves as optimistic
• UAE: 40% optimistic
• France: Most cited curiosity
• US: Adaptability was the top trait
When asked who they would be if they could start over:
• 25% of Americans and 22% of French respondents said they would stay exactly the same
This is a generation rooted in self-understanding.
Aspirational, but not impressionable.
Their Luxury Is Local. Global. Emotional. But Never Generic.
Here’s how Gen X luxury values diverge globally:
What luxury means:
Country | Preferred Luxury Trait |
France | Craftsmanship & Heritage |
US | Wellness & Experiences |
China | Materiality & Visibility |
UAE | Social expression & Cultural pride |
Style preference:
• 49% of French Gen X prefer understated, exclusive luxury
• One-third of Americans favor refined and timeless categories
• 16% of consumers in UAE and China prefer conspicuous luxury
• Only 4% in the US, 8% in France chose conspicuous luxury
• 20% of respondents in UAE value responsible, socially conscious luxury
New vs Pre-Owned: The Resale Divide
• 20% of Gen X in the UAE frequently purchase pre-owned luxury
• China: 11%
• France: 6%
• US: 4%
• 48% of Chinese Gen X clearly prefer only new luxury products, reflecting cultural emphasis on ownership, authenticity, and status.
Aging? An Opportunity.
• 47% of Chinese Gen X see aging as a positive opportunity
• In France, 45% said they felt more ambivalent about aging
And About That TikTok Stereotype
• 47% of Gen X in the UAE are active on TikTok
• Only 15% of Gen X in France use it
Globally, Gen X tends to approach new tech cautiously but not dismissively. They adopt when there is genuine value. Not hype.
So Why Are Brands Missing This?
Because Gen X is tricky.
They don't vocalize loudly.
They don't chase hype.
They don't buy for validation.
They don't impulse-buy from trends.
They buy when:
✓ The brand has a clear purpose
✓ The product carries real quality
✓ The experience feels tailored, not templated
✓ The brand respects their intelligence
Gen X is entering their golden decade of consumption.
They don’t care about hype.
They care about heritage.
They don’t fear missing out.
They fear wasting time on brands that don’t understand them.
The irony? Luxury has been preaching authenticity for years.
But the most authentic luxury consumers have been in front of them all along.
If your 2026 strategy doesn’t involve Gen X, it isn’t just incomplete.
It’s short-sighted.
