1. Sandwiched Caregiving

Looking after both young children and older parents (a phenomenon known as sandwich caregiving) while also balancing a full-time job and managing family finances keep many Gen Xers preoccupied. Products and services that help negotiate busy schedules will appeal to this responsibility-burdened cohort.

2. Women Centric-Workplaces

Menopause symptoms, inequity and burnout are leading to the Great Breakup, with women in leadership roles leaving companies in record numbers. To retain female talent, smart businesses are addressing issues that disproportionately impact mid-life women, from burnout to ageism.

3. Chasing Longevity

Extending healthy lifespans is a top priority for well-heeled Gen Xers, especially as bleeding-edge scientific research and luxury therapies claim to put a long life within reach. Meanwhile, Gen X women openly address the physical and mental symptoms of menopause and demand health companies follow suit.

4. Rebellious Pastimes

The generation that popularised grunge and house music maintains its counter-culture roots in mid-life. Gen Xers remain enthusiastic musicians, clubgoers and adventure travellers. There’s opportunity for services that bend these experiences to this generation’s current responsibilities, such as club nights that start early, pairing hedonism with a good night’s rest.

5. Retirement Contradictions

While many Gen Xers are financially unprepared for retirement, limited funds aren’t stopping them from leaving the workforce – despite efforts from governments to keep them there. Rather than embrace idle retirement, this cohort is making lifestyle changes, mid-life career pivots and even returning to university.

6. Renegotiating Romance

Mid-life couples are reassessing their relationships and using postnuptial agreements to rectify relational issues. Nevertheless, divorce among fiftysomethings is rife, leading many mid-life singletons to experiment with modern dating, new routines and solo living.

7. Platonic Relationships for Healthy Ageing

While studies show that an active social life supports health in mid-life and beyond, many Gen Xers struggle to maintain friendships due to their considerable responsibility load. Interest-orientated events and activities prove to be a meeting ground for mid-lifers looking to find like-minded individuals and spark cross-generational relationships.

8. Multigenerational Cohabitants & Lifetime Renters

Multigenerational living is increasingly commonplace due to rising costs and care duties. Smart developers are targeting Gen Xers (frequently the purse-string holders in multigen households) with homes designed to streamline cohabitation. Meanwhile, lifetime renters are growing in number, and new services aim to connect mid-life housemates.

9. Spending & Investing Sustainably

Although many Gen Xers are committed to buying and investing sustainably, entrenched lifestyle habits prove a sticking point for some. New products and services help to streamline behavioural switches, suggesting both small and large ways consumers can change their habits.

10. East Asia-Led Ageing

As East Asia faces rapidly ageing populations, governments, employers and pop culture are shifting in response. Middle-aged stars have cemented their status as both heartthrobs and luxury icons, while new policies mean mid-life employees can now expect to work far beyond their previously predicted retirement age.