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Generation X in South Africa: peak earnings, enduring financial pressure
Saturday Star
|September 06, 2025
AS Generation X — those born between 1965 and 1980 — reaches its peak earning years, a daunting reality sets in.
Contrary to the expectations often associated with financial success, many in this cohort, now at the heart of the economic landscape, are finding themselves grappling with persistent financial strain. A recent study by JP Morgan Asset Management indicates that this generation is unarguably the worst-prepared for retirement compared to their parents, a stark contrast that underscores the pressures they face.
The findings from a collaborative report by NielsenIQ (NIQ) and World Data Lab, aptly titled The X Factor: How Generation X is quietly driving trillions in consumer spending, reveal that Gen X accounts for an impressive 21.4% of total consumer spending in South Africa.
This story is from the September 06, 2025 edition of Saturday Star.
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