by AKANI CHAUKE
JOHANNESBURG, (CAJ News) – SOUTH Africa’s Generation X is at the height of its earning power but faces mounting financial strain as it juggles the dual responsibilities of caring for children and elderly parents, according to new research from NielsenIQ (NIQ) and World Data Lab (WDL).
The report, The X Factor: How Generation X is quietly driving trillions in consumer spending, highlights that Gen Xers — born between 1965 and 1980 — account for 21.4% of total spending in South Africa, making them a critical consumer segment for brands. Globally, Gen X controls \$15.2 trillion in spending power, projected to rise to \$23 trillion by 2035.
“Gen X is a force to be reckoned with in South Africa,” said Zak Haeri, NIQ’s Managing Director for South Africa.
“They are in their peak spending years and represent a major share of consumer packaged goods and technology spending, despite being a smaller group than younger generations.”
But the report shows that this financial clout comes with heavy pressures. Nearly two-thirds (64%) of South African Gen Xers say they can only afford the basics, compared to 46% globally. Just 4% report they can spend freely. Many cite the burden of supporting both children and ageing parents as a key factor reducing their disposable income.
In terms of spending habits, 38% of South African Gen Xers occasionally upgrade to premium products, well below Millennials (62%) and Gen Z (57%).
Still, the generation is open to trying new brands, especially those that align with values like health, sustainability, and convenience.
When it comes to technology, South African Gen Xers remain cautious. Only 23% use smart devices for automated purchases and just 32% trust AI recommendations, trailing behind global peers and younger South African consumers.
NIQ advises brands to adopt a segmented approach to win Gen X loyalty, focusing on durability, affordability, and products that save time or support dependent care.
Haeri warned that overlooking Gen X could prove costly: “Many brands are chasing Gen Z, but Gen X holds outsized influence. Companies that don’t prioritise them risk missing a decade of loyalty and lifetime value.”
– CAJ News