Business Consultancy
We Are Gen X – Decades in the Making
Born between 1965 and 1980, Generation X makes up around 20 per cent of the UK population — a generation of innovators, parents, entrepreneurs and leaders who built the modern world quietly, while everyone talked about Boomers and Millennials. Yet in today’s work and media landscape, many of us are seeing doors close. Ageism, redundancy and under-representation have left too many experienced professionals navigating career — and often life — change at what should be the peak of their working lives.
At the same time, brands are missing out. With 75 per cent of marketers under 45 and 80 per cent of over-50s feeling misrepresented, companies are losing touch with one of the most influential, loyal and affluent audiences in the market. That disconnect isn’t small — it’s a commercial gap worth millions.
I founded We Are Gen X to change that.
I’ve spent over two decades leading international business growth and marketing, and I’ve seen first-hand how much experience and innovation this generation still brings to the table. Alongside my network of Gen X professionals, I help founders turn their ideas and experience into thriving companies — and help brands reconnect with this powerful, often-misunderstood generation. I’ve lived both corporate success and closed doors, which is why I wanted to create something that helps both sides of the equation:
• Gen X entrepreneurs — to turn experience into enterprise and build with clarity and confidence.
• Brands and agencies — to understand, engage and represent Gen X authentically, not stereotypically.
Our business is not about nostalgia.
It’s about harnessing the values, insight and influence of a generation that won’t go quietly.
Mentoring & Training for Gen X Entrepreneurs
Our on-demand mentoring, training and business-coaching programmes give Gen X founders, SMEs and established business owners the counsel, knowledge and practical solutions they need to build, grow and scale with confidence — supporting SME growth through tailored entrepreneurship training.
When business owners’ partner with us, they gain:
• Expert guidance to take an idea from concept to growth through targeted entrepreneurship training.
• Strategic counsel on brand positioning, go-to-market and growth strategy.
• Business-development and process solutions to improve productivity and execution.
• Creative insight to build brands and customer experiences that drive engagement and revenue.
• Flexible, on-demand access to expertise when it matters most.
• A trusted soundboard and motivator to keep momentum.
• Access to practical workshops on the fundamentals of running and growing a business.
Helping Businesses Strengthen Their Connection with Gen X
Over-50s represent around two-fifths of the UK’s adult population, yet most feel disconnected from how brands portray them. With the average marketing-team age just 33, younger professionals often struggle to engage authentically with older audiences.
Our Intergenerational Marketing Workshops and on-demand consultancy have one clear aim: to break down stereotypes and make Generation X visible, valued and commercially recognised for the impact we continue to have.
By bridging the gap between younger marketing teams and Gen X consumers, we help companies, agencies and creative teams challenge outdated perceptions and unlock the full potential — and purchasing power — of this influential audience.
Businesses that work with us gain:
• Actionable generational insight into Gen X personas, cultural identity, values and behaviours.
• A competitive edge and measurable market-share growth through strategies that resonate.
• Practical training to move beyond clichés and create lasting engagement and loyalty.
• Clear frameworks to boost campaign effectiveness, ROI and impact across the full customer journey.
• Creative input that helps teams craft authentic brand experiences which resonate, engage and convert.
• On-demand consultancy to review, refine and strengthen Gen X portfolios and campaigns.
Whether they’re just starting out, scaling their company or mastering a new business skill, no founder or organisation has to do it alone.
We Are Gen X. Supporting the founders, the businesses they build, and the brands ready to listen.