Generation X was born between 1965 and 1980, arriving just in time to see the world turn from black & white to colour.It's a pivotal age group that was touched briefly by the previous age of post-war industrial grime, plain food and heritage attitudes to things like sexuality and personal hygiene.
We had our first research-based contact with Gen X back in the mid’90s when this cohort defined the clubbing and fashion-obsessed youth market of that decade. Since then, we have followed Gen X’ers closely as they refused to grow old like their parents.
Some believe Gen X will be regarded as the greatest generation of all time - we think it's certainly the coolest.