Tariff Turmoil

They were the mixtape makers, the latchkey kids, the generation that could fix a VCR with a butter knife and a little grit. Gen X has long prided itself on being unflappable, too cool for panic, too practical for naïveté. But in 2025’s tariff-driven economy, even this famously self-reliant generation is starting to flinch.

New data from the October 2025 U.S. Tariffs Consumer Impact Survey reveals that Gen X, those now in their mid-40s to late 50s, is quietly but decisively reshaping their spending habits. With Millennials grabbing headlines and Boomers steering politics, Gen Xers are often dubbed the “forgotten middle child” of marketing. But as tariffs and inflation pinch U.S. consumers, this generation is standing out, quietly but powerfully, as one of the most adaptive, skeptical, and strategic segments in the market.

While they’re not shouting about it on TikTok, Gen X’s reaction to rising prices and trade policy shifts tells a compelling story: one of recalibrated habits, sharpened deal-hunting, and a clear demand for brand transparency. For marketers, that’s both a warning and an opportunity: this cohort still commands immense purchasing power, but they’re using it more selectively than ever.

The Deal-Seeking Pragmatists

If Millennials are switching brands and Gen Z are couponing through AI, Gen Xers are the ones stalking the best deals across tabs and emails. A striking 53% of Gen X consumers say they’re seeking deals more often, the highest of any generation.

They’re not just cutting back, they’re strategically shopping. Nearly half (48%) visit multiple websites before purchasing, and 26% use browser extensions to track prices. Unlike younger cohorts who chase new platforms, Gen X sticks with trusted tools and clear value signals.

This is a cohort that wants proof, not promises. Messaging that leads with transparent pricing, visible comparisons, and loyalty-based rewards will resonate. Use Wunderkind’s behavioral triggers—like cart abandonments and price drop alerts, to re-engage Gen X shoppers in real time, with credibility and convenience at the core.

Wary but Not Withdrawn: Gen X Economic Sentiment

Gen Xers are the most neutral about the economy. 22% say they feel about the same as they did in January, compared to higher caution among Gen Z and pessimism among Boomers. That neutrality isn’t confidence, it’s fatigue. They’ve seen recessions before and are adjusting rather than overreacting. Still, 72% cite higher prices as their top shopping concern, the highest of any generation. Their calm masks vigilance, they’re not panicking, but they’re paying attention.

Marketers should treat Gen X like the CFOs of the household they are. Campaigns should emphasize stability and control: price guarantees, steady promotions, and transparent communication about tariff impacts. Avoid hype, opt for reliability.

Wunderkind’s Autonomous Marketing Platform makes this easier: real-time decisioning allows brands to personalize offers without overwhelming the user, turning economic caution into loyalty through timely reassurance and savings cues.

Transparency = Trust

More than any other group, 56% of Gen X consumers say brand transparency increases their loyalty. That’s a higher share than Boomers (43%) and even slightly above Millennials (55%). For a generation skeptical of spin, candor is currency. Gen Xers want brands to explain, not excuse price changes. They’ll reward brands that communicate proactively about costs, inventory, and promotions.

Marketers can leverage Wunderkind’s Signals-based triggers to automate transparency, to

– Send a message when product pricing changes, explaining the why.

– Trigger loyalty updates when supply constraints ease or discounts return.

– Pair each message with an immediate “value action”—like a coupon or early access invite, to prove transparency isn’t just lip service.

Loyal, but on Their Terms

Gen X is famously brand-loyal, but tariffs are testing that. While Millennials and Gen Z are more likely to switch retailers (22% and 21%, respectively), Gen Xers are showing quiet flexibility, one-third (33%) are shopping less overall, and 42% are cutting non-essentials.

Yet they’re also the masters of the gentle nudge: 31% admit to leaving items in carts to trigger offers, more than any other generation. They know the system, and how to make it work for them.

Marketers should lean into these signals. When a Gen Xer abandons a cart, that’s not disinterest, it’s negotiation. Identity resolution and incremental lift testing can personalize follow-ups with smarter offers, not just deeper discounts. Recognize their digital fluency without assuming impulsivity.

Channel Preferences: The Email Generation Still Rules

Despite the rise of apps and AI, Gen X still prefers their marketing old-school, but not outdated. Email remains their top channel (46%), with 30% favoring SMS, a digital balance that reflects convenience without clutter.

Marketers must optimize for both. Use email for informative, transparent updates, and SMS for urgency-driven value reminders (think: “Your price drop is live”). With Wunderkind’s API-first framework, brands can unify these touchpoints—syncing tone and timing across channels so messages feel coordinated, not repetitive.

Closing Thought: The Gen X Balancing Act

Gen X won’t be swayed by flashy campaigns or one-click gimmicks. They’re balancing teenagers’ tuition, aging parents’ care, and their own retirement accounts, all while managing the highest inflation-adjusted household costs of their lives.

They’re not buying less because they’re fearful. They’re buying smarter because they’re seasoned. For marketers, the playbook is clear: lead with value clarity, communicate transparently, and use behavioral intelligence to time offers precisely. Above all, respect the intelligence, and the healthy skepticism, of your audience. In short, don’t oversell; overdeliver.

Check out other blogs in this series:

Gen Z—The Recession Era Realists

Marketing to Squeezed Millennials 

Getting Buy-In From Boomers