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The Demographic Reset: Unlocking Real Growth With Adults 25–64
For years, 25-54 has been the industry’s comfort zone. It became the standard in the early 2000s and for a long stretch it aligned with where careers, families, and spending power intersected. But adulthood has changed, and the economic timeline has stretched. And if we’re honest about where growth lives today, the traditional frame is too narrow.
Adulthood Has Stretched and So Has Spending Power
Younger adults are reaching major milestones later. The median age of a first time home buyer has climbed from 28 in the early 1990s to 40 today.¹ Marriage and children happen later. Student debt is higher. Housing costs have increased nearly 290% since the mid 1990s and tuition has risen more than 250%.² The early adult years look very different than they once did.
At the same time, older adults are staying economically active longer. Labor force participation among adults 55-64 has risen from 56% in the early 1990s to 67% today. Expected retirement age now sits at 66.³ Longer lifespans and financial responsibility mean that earning years extend further than they did a generation ago.
When people say “60 is the new 40,” it captures something real about longevity, health, and economic contribution.
The Economic Center of Gravity Is 55-64 & Gen X
Adults 55-64 make up 17.8% of US households, yet they punch above their weight economically, driving nearly 20% of both income and spending.⁴ Their median net worth of $364,500 is significantly higher than younger segments.⁵ The median age of the US home buyer is 59,¹ and annual spending in this group has more than doubled over the past three decades.⁴
This is not a declining segment. It is a financially dominant one.
And culturally, this group is not who many marketers assume they are. 70% of adults 55-64 are Gen X, not Boomers. They came of age alongside hip hop and the internet. They were early adopters of digital platforms and have evolved with technology, not around it.
Digital Engagement Is Accelerating
Monthly YouTube viewing among adults 55-64 is up 25%, Smart TV viewing has climbed 61%, and daily podcast listening has surged 173%, making this one of the fastest-growing digital audiences.⁷
Looking to better understand today’s most powerful consumer segment? Explore deeper insights in Audacy’s article on The Demographic Reset: Unlocking Real Growth With Adults 25–64 to discover how brands can drive meaningful, sustainable growth by focusing on the audiences that matter most. Read the full piece on the Audacy site for data-driven strategies and actionable takeaways from Reggie Shah, Senior Director of Research & Insights, Audacy.
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