Job interviews are a weird business – but what’s the alternative? | Emma Beddington - The Guardian

‘Stop sleeping on gen X.” I heard this on TikTok recently. I misinterpreted it, with a guilty start, as: “Stop sleeping, gen X,” because I am 51 (peak X), so always tired; while not sleeping at the time, I may have been resting my eyes. In fact, Joel Marlinarson, a marketing guru, was suggesting my generation have become a powerful, if underrated, force online. Aged between 46 and 61, gen Xers with proper jobs are peaking, career-wise (although it’s a different story for those out of work, as a report last month on the struggles of over-50s jobseekers made plain). We’re more likely to own homes than the following generations; we’re emerging from the trenches of childrearing and, the argument goes, ready to indulge in some me-time. “If gen X were a country, it would be the world’s second-largest consumer market,” the World Economic Forum reported last year, with gen X women in particular influencing 70% to 80% of all consumer spending. That makes us great customers – witness the tidal wave of menopause-washed wellness guff (Which? reported last month that many pricey supplements were no better than a cheap multivitamin) and beauty brands for people suddenly horrified by their necks.