Pay Attention to Gen X Women

“The Generation X woman has become the apex consumer in our marketplace,” Cam Marston asserts. In the new edition of his book, “The Gen-Savvy Advisor,” he explains why. She’s a discerning buyer, typically with more education than her male counterpart, and is catching up in pay — factors that tend to make her the household CFO.

Kol Birke adds that Gen Xers’ tendency to marry later in life (or not at all), coupled with higher divorce rates, leads to more self-sufficiency among women. “This presents some new challenges, in that tension can arise when one partner feels the need for financial independence from the other,” he observes. “On the other hand, both genders are more likely to work towards good spending and saving habits.”