Key takeaways
Gen X (born 1964–1981) is often overshadowed by Baby Boomers and Millennials, but they hold key leadership positions in politics and business, playing a vital role in shaping Australia's future.
Unlike the Boomers and Millennials, Gen X came of age during lower birth rates and lower immigration. Despite making up just 17% of the population, their influence is significant, with every Australian state premier being a Gen Xer.
Gen X is known for its independent and resourceful mindset, shaped by a childhood of coming home to empty houses. Economic hardships, like the 1990s recession, instilled a cautious and pragmatic approach to work and finances.
As the first generation to integrate digital technology into their work lives, Gen X adapted well to technological advancements and is poised to lead in the new era of AI and automation.
Known as the “sandwich generation,” Gen Xers often juggle the financial pressures of supporting both children and aging parents. Many have invested in property, looking to build wealth and ensure financial security.
Gen Xers prefer practical solutions and data-driven decisions. They are known for their pragmatic leadership style and are reliable, cautious investors, especially in property.
As they approach retirement, Gen X is likely to continue working in knowledge-based industries and may lead trends like downsizing for a more balanced, community-focused lifestyle. Their legacy will be one of pragmatic leadership and adaptability.
While the spotlight often shines on Millennials and Baby Boomers, there's a generation that’s been quietly yet steadily shaping the direction of Australia—Generation X.
Often described as the "forgotten middle child" of generations, Gen X, born between 1964 and 1981, is making a profound impact across politics, business, and society.
Despite their smaller numbers, this resilient cohort is driving crucial changes in leadership, workplace culture, and consumer behaviour, often under the radar.
Understanding Gen X’s unique influences, struggles, and values is essential as they move into the prime years of their careers and societal influence.
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A smaller, often overlooked generation
Unlike the Baby Boomers, born in a post-war population boom, or the much-discussed Millennials, Gen X was born during a period of declining birth rates in Australia.
The introduction of the contraceptive pill, liberalised divorce laws in the early 1970s, and low immigration levels during their formative years resulted in a smaller generation.
Today, Gen X makes up about 17% of the population, a far cry from the dominant Baby Boomers or Millennials.
Yet despite their smaller size, Gen X has assumed positions of power in both government and corporate leadership.
In fact, every Australian state premier is a Gen Xer, and they have occupied high-profile positions like prime minister and CEO roles across industries.
This underscores their significant, if often under-acknowledged, influence in shaping national policy and corporate strategies.
A generation forged by self-reliance and pragmatism
Gen X is the first Australian generation to grow up with both parents working.
This “latchkey generation,” named after the experience of coming home from school to an empty house, developed a strong sense of independence and self-reliance.
With fewer childcare resources available in the 1970s and 80s, Gen Xers spent large parts of their childhood unsupervised.
This cultivated a pragmatic and resourceful mindset, which they carried into adulthood.
Their formative years were marked by global and economic upheavals.
The Cold War loomed in the background, and the Australian economy faced significant challenges, particularly in the early 1990s with the "recession we had to have."
For many Gen Xers, this recession hit just as they were starting their careers, contributing to their somewhat cynical and cautious outlook on work and finances.
This economic shock, coupled with their parents’ “work to the bone” attitude, gave Gen X a dual focus—financial security and work-life balance.
Adapting to technology: the digital adopters
Generation X stands out as the first cohort to fully integrate into the digital age.
They came of age as personal computers, the internet, and mobile phones became mainstream.
While Baby Boomers were introduced to computers later in life, Gen X experienced these technological changes as they entered the workforce.
As a result, they had to adapt to rapid technological advancements at a critical stage in their careers, making them well-versed in digital communication, data, and productivity tools.
Interestingly, though they weren't the creators of most digital innovations, Gen X has shown a remarkable ability to adapt and embrace new technologies.
From mastering early desktop computers and fax machines to seamlessly transitioning to the mobile internet era, Gen X has continually evolved with the times.
And now, as artificial intelligence (AI) and automation become more central to the economy, Gen X is well-positioned to lead the charge, understanding both the value and the limitations of technology in enhancing productivity.
Financial struggles and the housing market
Despite holding many of the highest-paying jobs today, Gen X is often referred to as the “sandwich generation” because of the dual pressures they face.
Many Gen Xers are simultaneously supporting their children, often still living at home, while also caring for aging parents.
These multiple financial obligations stretch their resources thin, particularly for those who overextended themselves during the low-interest-rate period to upgrade or renovate their homes.
As interest rates rise, many are grappling with higher mortgage repayments, adding to their financial stress.
However, Gen X is known for being financially responsible and forward-thinking.
Many are keen property investors, recognizing the need to build wealth for their future.
They’re aware that they need to take control of their financial destinies, often opting to invest in property as a secure and tangible asset.
As their children become financially independent and their parents pass on, Gen Xers may find themselves with more disposable income in the coming decade, potentially triggering another wave of property investment and wealth creation.
Work-life balance: a lofty goal
One of the most defining characteristics of Generation X is their emphasis on work-life balance.
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Having seen their Baby Boomer parents work long hours, often at the expense of family time, Gen X places high value on balancing career success with family and personal time.
Many dream of achieving financial freedom early enough to enjoy life while they are still active.
In fact, one of the generation’s ambitions is to move toward a four-day workweek, a desire that reflects their pursuit of efficiency and life satisfaction.
However, the current workforce shortages in Australia, compounded by an aging population, make this aspiration harder to achieve.
With fewer workers to fill jobs, the pressure on existing employees—including Gen Xers—continues to grow.
While technology like AI promises to increase productivity, historical trends suggest that technological advancements have not significantly reduced working hours.
Instead, Gen X may find themselves working even harder in the coming years.
The pragmatic investors and leaders
Gen X’s pragmatic nature extends to their approach to leadership and decision-making.
Unlike previous generations, who might be swayed by grand visions or ideals, Gen X prefers hard data, facts, and practical solutions.
This makes them reliable and cautious investors, especially in property, where they tend to research thoroughly before making decisions.
It also makes them highly effective leaders, both in business and government.
This pragmatism is also evident in their consumer behaviour.
They value quality and efficiency, often willing to pay more for products and services that enhance their lifestyle or save them time.
They are loyal to brands that deliver on their promises but are quick to move on if a product or service doesn’t meet their high expectations.
Businesses seeking to engage with Gen X need to focus on offering genuine value rather than flashy marketing or empty promises.
As Gen Xers move through their 40s and 50s, they are facing significant life transitions.
Divorce rates peak in this age group, adding another layer of financial and emotional strain to an already burdened generation.
While they are often portrayed as a generation that “just gets on with it,” there is a growing awareness of the mental health challenges they face.
Many Gen Xers were raised to "tough it out" when it came to emotional struggles, but today’s focus on mental health is encouraging more of them to seek help.
At the same time, they are now at the peak of their careers, holding top leadership positions across industries.
This means that they are making critical decisions that will shape not just their own futures but the future of Australia’s economy and society.
As they transition into retirement over the next decade or two, their influence will continue to grow.
Looking ahead: Gen X's lasting legacy
Gen X is poised to leave a lasting legacy on Australia’s social and economic fabric.
Their pragmatic approach to leadership, finance, and life, combined with their adaptability to change, ensures that they will continue to play a significant role in shaping Australia’s future.
Unlike Baby Boomers, who often view retirement as a chance to slow down, many Gen Xers will continue working longer, particularly in knowledge-based industries where physical demands are lower.
Interestingly, Gen X may also lead the way in downsizing.
As they near retirement, many will look to move into more walkable, community-centric neighbourhoods, seeking a lifestyle that balances independence with social connection.
Unlike previous generations, who often viewed downsizing as a last resort, Gen X is likely to approach it as a strategic, pragmatic decision.
In summary, while Generation X might not have the numbers or the media attention of other generations, their influence is undeniable.
They are the leaders, decision-makers, and investors shaping Australia’s future, all while juggling the unique pressures of their life stage.
Understanding Gen X is key to predicting where Australia is headed in the coming decades.
For weekly insights and strategic advice, subscribe to the Demographics Decoded podcast, where we will continue to explore these trends and their implications in greater detail.
Subscribe now on your favourite Podcast player:
