“Gen Xers are in ‘the prime of their lives’ at a particularly divisive and dangerous moment,” Boomer marketing expert Faith Popcorn told me.7 “They have been hit hard financially and dismissed culturally. They have tons of debt. They’re squeezed on both sides by children and aging parents. The grim state of adulthood is hitting them hard. If they’re exhausted and bewildered, they have every reason to feel that way.”
