Gen X are a generation at the peak of their spending power, outspending both younger and older Health & Beauty consumers by up to 44%. But despite this, they’re often overlooked & ignored by brands, something that is even more true in the digital space.

So, how can health & beauty brands win with these consumers online?

In this guide, we explore their online habits and behaviours in more detail, examining the digital platforms favoured by Gen X – where are they most active, and how? - unpack the content types and formats that resonate best with them and share tips, tricks and tactics to effectively engage, win and retain the loyalty of this lucrative generation online!