9th May 2025
School reunions. Some people love them, others cringe at the very idea. Luckily for us, six very different Generation X classmates were happy to send in a brief update on who, what and where they find themselves ahead of their 2025 reunion.
OK, so they’re not REAL classmates, but their lives are based on very real data for the demographics and geography of our six audience segments, reflecting the different places this generation find themselves today. Read on to meet the class of Gen X and perhaps recognise some old faces too.
Alex Lambert | Salisbury | Class of '89
Still searching for the meaning of life
Living happily in Salisbury, just me, my lodger and the cat – my son Tom is in Manchester now, in his first job after uni. I keep busy working at the local farmers' market, which is really fun, and do care work as well – tough sometimes but incredibly rewarding. Also volunteer for a local conservation group, go wild swimming with some like-minded locals, and I'm still into art – just finished a ceramics course that was harder than it looked but totally worth it!
Most likely to: change the world
Amanda Heath | Londonderry, Northern Ireland | Class of '91
Creature of habit
Life's been a bit quiet lately, to be honest. Was married, but not anymore. I work part-time in a supermarket, just enough to pay the rent on my flat here in Derry. I don't get up to much, no big holidays or exciting trips, just trying to stay organised and keep things ticking over. I spend most of my time focused on trying to make sure bills are paid and my health and wellbeing are ok, but I do worry about where I'll end up. It's hard not to sometimes.
Most likely to: relax by counting their hoard of loo rolls
Annette Malhotra | Walthamstow, London | Class of '96
Living the dream
In Walthamstow these days, juggling work, family, and the gym like it's an Olympic sport. Married to Ravi and we have two brilliant kids, Maya, 11, and Arjun, 13. Work's full-on but exciting and somehow I've still managed to squeeze in making a podcast series on climate tech. We've just finally booked the trip to Japan we've been talking about for years and I've started Japanese lessons in preparation – and yes, I'm still that irritating wants-to-know-it-all that I was at school!
Most likely to: succeed
Diane Whittaker | Dereham, Norfolk | Class of '85
Happy in my bubble
Lived in Dereham for decades now – it's a nice little town. Married to John for 25 years, it's just the two of us. Still working, though I try not to let it take over. I'm not one for big adventures, but enjoy going out for walks, catching up with friends in the local pub and the odd round of golf. We head to the same spot in Menorca every summer – great bars, proper English breakfasts, and we've got to know other people who come back every year as well.
Most likely to: become a local councillor
Mark Mitchell | Brockley, London | Class of '95
All about the fam
Been in London since Uni – Brockley these days; we managed to get a place just before prices skyrocketed. Married to Claire and dad to Max (14) and Ella (12), who basically run the household now. Still working hard, treated myself to a BMW X3 Touring last year – big enough for the kids and all their stuff and yes, I am now a person who says things like that! Life's focused on work, school runs, family stuff and spending too much at Sainsburys. Wouldn't have it any other way!
Most likely to: have six kids
Cath Ryan | Dudley | Class of '93
Surviving. Sort of.
Life's been a bit of a slog if I'm honest. Things haven't turned out the way I hoped, so now I just take each day as it comes. Not working at the minute, have a few health issues which makes it difficult. Have been living in Dudley in the West Midlands for years now, but the landlord's selling up soon, don't know what I'll do then. Haven't got much cash so I just watch TV and potter about at home, sometimes go to the cinema or something. My daughter Kerry is here so I do have a bit of company.
Most likely to: stay in bedAs you can see our research shows that Gen X is far from a (school) uniform crowd when it comes to location and lifestyle. Looking at our audience segments, Comfortable Traditionalists are concentrated over in the east and northeast of England, while London’s home to Adventurous Achievers and Busy Short Termers. The latter two groups are also most likely to be climbing the career ladder, with 95% and 97% in work respectively, and are also leading the way on home ownership.
Meanwhile, just 34% of Cynical Fatalists and 42% of Anxious Planners have managed to buy bricks and mortar, and in general, these two groups are more likely to be facing the future with caution, perhaps even trepidation, rather than confidence. The Progressively Engaged may be below average earners, bringing in £35K on average, but their curiosity and commitment to good causes means they’re in a better place in terms of wellbeing.
These differences matter – not just demographically, but emotionally and financially too. Recognising the nuances in where and how Gen Xers live helps us understand their financial needs and anxieties, and design better products and support to help them with whatever comes next.
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Sign up for updatesAll data referenced from Just Group Generation X Segmentation Study 2024