In a surprising turn of events, Generation X is stepping into the spotlight, both in politics and on social media. Recent reports reveal that Gen X is not just influencing pop culture but is also reshaping the landscapes of Congress and marketing through powerful new trends. This change is resonating across various fields, highlighting the growing importance of this often-overlooked generation.

The U.S. Congress is getting younger – on the whole, at least

The Pew Research Center’s latest findings show a noticeable shift in the age composition of the U.S. Congress. The median age in the House of Representatives is now 57.5 years, down from previous sessions, while the Senate stands at 64.7 years old.

Newly elected members skew younger

In the recent 2024 elections, a wave of younger representatives, many from Generation X, have made their way into the halls of Congress. With sixty-one new House members, the average age of these fresh faces is an impressive 50.2 years. This marks a significant generational transition, with Gen X becoming the largest group in the House.

Progresso Soup and Harmless Harvest are eyeing the older cohort of creators

Not only is Gen X influencing politics, but they are also becoming star players in marketing. Brands like Progresso Soup and Harmless Harvest are increasingly collaborating with older influencers, or ‘silver influencers’, focused on connecting with the Gen X and Boomer demographics. This innovative marketing strategy targets older audiences who have significant purchasing power.

Meanwhile, Harmless Harvest is in the process of inking deals with senior influencers

Harmless Harvest is diving deep into the influencer pool, actively seeking partnerships with older creators to broaden its market reach. This tactical move reflects an understanding that diverse influencer demographics can help brands connect with a wide array of audiences, fostering deeper brand loyalty.

As these brands look to expand their footprint with shoppers from older generations

Brands are recognizing that the older generations have a strong voice and are increasingly visible on platforms like TikTok and Instagram. These insights are helping brands craft marketing strategies that resonate, not only with younger audiences but also appeal to Gen X and Boomers, creating a blended community of consumers.

Meanwhile, TikTok accounts like @grandma_droniak

These changes in marketing strategies are evident for those who scroll through TikTok, where accounts like @grandma_droniak showcase older individuals engaging with trending content, proving that creativity knows no age limit. This kind of content is redefining social media engagement, illustrating how older creators are claiming their space in the digital realm.

It’s not just brands that recognize the trend

The trend of partnering with older creators has extended beyond marketing into the broader culture. Online discussions surrounding iconic figures of the ’80s and ’90s, such as actress Ione Skye, reflect nostalgia and evolving views on relationships and movies, suggesting a growing recognition of the influences across generations.

Influencer marketing as a whole has been growing

According to estimates, the influencer marketing industry is projected to reach an astonishing $9.29 billion in 2024. As agencies like Edelman emphasize the importance of integrating silver influencers into marketing campaigns, the ripple effects continue, driving a more inclusive approach to influencer collaborations.

Some other generational trends:

• The representation of Gen X is now greater in Congress, accompanying shifts in political dynamics.
• The focus on older influencers is altering how brands engage with consumers.
• Social media continues to evolve as a platform for all ages, with an emphasis on diversity in creator partnerships.
• Discussions around cultural icons are enriching understanding and relationships between generations.

The evolving roles of Gen X in political and social spheres demonstrate a nuanced understanding of how different generations contribute uniquely. With the rise of both political representation and influential marketing, it’s clear that Gen X is poised to take the lead in shaping the future.