A recent TD Bank survey found that Gen X was the most likely to overspend during the holidays. However, The New York Times noted, “Many retailers and marketers are looking past them and to millennials and Gen Z, especially as malls continue to empty out and more shopping moves online.”
Gen Xers are used to being ignored, but it just might be our superpower.
It’s 2026, and the first wave of Gen Xers are turning 60. Our movie heroes, like the anti-woke Indiana Jones, are beating the latest self-congratulatory and woke Golden Globes in the viewership, according to Variety. Our toys are our highest value assets. And best yet, Gen X — led by Greg Gutfeld, Taylor Sheridan, Joe Rogan, and Elon Musk — is at the top of media and pop culture. We are in our Golden Age of success and change.
Gen X never asked for permission to take over. We just quietly wandered in, shrugged, and built our own media. That’s why the rise of Gen Xers like Gutfeld, Sheridan, Rogan, and Musk feels so organic. Our generation’s blend of skepticism, independence, and a punk mindset dismantled the old guard’s echo chamber. These guys built their own empires, leaving CNN, late-night liberals, and Hollywood elites scrambling for relevance.
Greg Gutfeld’s success is Gen X comedy and pop culture sensibility finally getting the megaphone it deserves. Gutfeld may technically be on the cusp of the generational dividing line, but I’m claiming him for Gen X. Late-night humor was guarded by the same handful of network institutions that insisted audiences only wanted one flavor.
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