Brands are missing out on the largest untapped target audience on social, Gen X, according to a newly released report by Wavemaker.
In its report titled, Gen X Factor, Wavemaker found that a large percentage (92 per cent) of Gen X, people born between 1965 and 1980, spend time daily on social, accounting for 28 per cent of users on TikTok.
The generation is responsible for 27 per cent of global spending with the potential to contribute more given their rising earnings and savings.
They are also more brand loyal than younger generations.
Gen Z vs. Gen X
The research also drew comparisons between Generation X and the younger generations’ behaviour on social media platfor
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