Marketing research focuses on the most populated generations: Baby Boomers and Millennials, or even trendier Gen Z. What about “The Forgotten Generation”? Its self-explanatory nickname qualifies Gen X’s interest to marketers. Gen X includes people born between 1961 and 1979. They are known to be the smallest generation demographically-speaking. Merely based on this characteristic, marketers have chosen to ignore this generation when marketing products, and solely dedicate their efforts on Millennials. This is an oversight. Gen X members have many qualities that makes them an alluring customer.