Brands ignored Gen X for years. Now they need trust, value, and clarity to win back a generation still driving spending right now.

The digital age has created an unprecedented communication divide between parents and their children. Recent research from LifeStance Health in partnership with Researchscape International, conducted ...

These generations are lost in translation. Gen X isn’t exactly “slaying” when it comes to understanding their zoomer children’s slang — but Gen Z is similarly stumped by the popular words and phrases ...

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 ...

For Gen Xers, many of them had to grow up figuring out life on their own. That mindset has managed to help them in many ways, but might have also given them some bad habits as well. The habits that ...