Gen X is often called "the forgotten generation," but they are a key consumer of luxury brands thanks to their high spending power and brand loyalty. In fact, Gen X is the leading demographic in wine and fine wine consumption.
While younger generations may purchase luxury goods to signal status to their peers, research shows Gen X is more likely to prefer inconspicuous luxury items. Gen X values exclusivity as a feature of their purchases, which means that branded private experiences, storytelling, and product education are key to capturing their attention.
Packaging design is another strong way to communicate this type of exclusivity and luxury to Gen X consumers. Gen X consumers are also key drivers of the low and no-alcohol movement, as they aim to prioritize their well-being and that of their families. [WGSN]
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