Brands are doing a poor job marketing to Gen X, especially on social, missing a big opportunity to reach what is expected to become the most affluent generation, according to a new report from GroupM’s Wavemaker.

Only 13% of Gen X, people between the ages of 41 and 56, feel represented in the social media ads they see, exposing bias brands have toward people over the age of 45, as most use popular platforms such as TikTok to primarily target Gen Z, per the “Finding the Gen X Factor” report.

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As such, brands are not capitalizing on a huge social media audience, as the report found that 92% of the nearly 200,000 Gen Xers surveyed worldwide use social media every day and are the fastest-growing generation on TikTok. Nearly one-third of TikTok’s user base (28%) is Gen X, but only 5% of brands spend on influencer campaigns to reach this generation, the report said.

Meanwhile, Gen X holds huge buying power, as $70 trillion is being passed to this generation from Baby Boomers, per the report.

Gen X audiences are more engaged and loyal than younger consumers, “ultimately proving to be more valuable consumers than their younger counterparts,” said Wavemaker Senior Insight Director Zoe Bowen-Jones. “When it comes to engaging Gen X audiences, brands need to think long-term, long-form and community-based content to gain their trust, loyalty and ensure they feel represented.”

The report said Gen Xers are commonly going through “a rollercoaster of life stages” including supporting their children in secondary school, study or work; menopause; divorce or second marriages; rebuilding their lives in an “empty nest;” and caring for aging parents. “All these stages involve emotional upheaval, new horizons, new costs and new spending habits,” the report said.

Like other generations, Gen X uses social media to connect with friends and family, but they are less likely to use filters or edit their photos. “With a more established sense of self, Gen X seems less concerned with performing different versions of themself online,” the report found.

Gen X responds better to more informative content on social media and favors “softer, self-improvement language over the direct, salesy tone employed by Gen Z,” the report said. They also place more importance on brand trust and are more driven to purchase a product by need, while “younger audiences are twice as likely to have the ‘treat yo self’ mentality and buy on impulse,” the report said.

Typical influencer campaigns that are out there now performed “far worse” with Gen X than Gen Z, the report found. Campaigns that featured Gen X creators scored 73% higher in relevance among Gen X audiences and resulted in 43% more website visits for the brand from this group, according to the report. These Gen X creator posts that performed well were also 75% longer than posts from Gen Z creators, the report found, indicating that Gen X audiences have longer attention spans.

The report highlighted some of the brands that are doing a good job marketing to Gen X including L’Oreal Paris. The brand partnered with 10 influencers over the age of 45 to promote its Age Perfect Rosy-Oil Serum and the campaign exceeded engagement goals by 450%, per the report.

“This research lays bare that Gen X have their own distinct needs and wants and behaviors on social platforms,” said Wavemaker Global Chief Strategy Officer Stuart Bowden. “This report shows us not only the differences that the ‘wealthiest generation the world has ever known’ have in social media usage but much more importantly how we can recognize and respond. It’s a great reminder to give our attention to the places and the people that can best help our clients grow.”

Nostalgia also works particularly well with Gen X, although that's true of most generations (the fanfare around the “Barbie” movie is proof of that).

“We have incredible films and series that have defined pop culture conversations for generations, from ‘Top Gun’ to the ‘Teenage Mutant Ninja Turtles,’” said Pam Kaufman, CEO and president of international markets, global consumer products and experiences at Paramount, a company that’s been tapping into the nostalgia hype. “Generation X also grew up alongside our brands like MTV and Nickelodeon, and we know our iconic characters have the power to connect with audiences of all ages, while fulfilling this generation’s craving for the familiar faces and stories they know and love.”