Long before wellness trends went mainstream, Gen X was already living habits that define modern fitness, balance, and mental ...

Add Yahoo as a preferred source to see more of our stories on Google. Forget everything you’ve heard about the "forgotten generation" or the cynical slackers of the 90s. In 2026, Generation X is ...

Generation X is one of the biggest beauty spenders, and brands are paying attention.

Gen X women are smarter than most thanks to the many ways they were raised differently from other generations.

Gen Xers have often been the discounted or forgotten generation, but a new joint report might change some marketers' minds about whom they target. Now in their peak expenditure years, Gen Xers have ...

Forbes contributors publish independent expert analyses and insights. Shelley E. Kohan covers the retail industry and is based in New York. Gen X consumers expect intuitive, low-friction digital ...

Once the 'bridge generation,' Gen X (born roughly 1965–1980) is now caught in a costly corporate bind, facing a wave of firings as companies prioritize cost-cutting, AI adoption, and a younger, ...

A raft of new surveys suggest the MTV Generation is regretful about past financial missteps, anxious about the current economy and fretful about the future. Many Gen Xers sense they haven’t saved ...

Different generations carry themselves in different ways. What seems perfectly fine to millennials and Gen Z would be absolutely absurd to baby boomers and Gen X. We're all a part of generations that ...