• We are the healthiest, wealthiest, most active generation in history.
  • We represent over $15 trillion in purchasing power.
  • We are the fastest growing demo on YouTube.

And yet, we’re practically invisible in the media. Crazy, right?

But All Ageless is about to change that in a big way.

So how did we come up with the coolest acronym ever? In short, when you’re typing “Generation X, Baby Boomers, and beyond” over and over again—believe me, you’re going to want to come up with a short cut.

As marketers, there is a natural inclination to want to create something sexy out of what could potentially sound very clunky. Ultimately, we see this acronym as a statement, a sign to our audience that we want to approach things differently. We’re here to develop a new dialogue around the other side of Gen X. 

As I was writing up our business strategy, I had a vision of condensing Generation X (40–54 years old), Baby Boomers (55–75 years old) and beyond into GXB+. It looked unique, it looked sexy, and it still communicated the demographics to me. Also, it modernized these demos in a way I could better relate to. While knowing it is our job to service these diverse groups, it is not our job to define them. By that I mean, you never know what someone’s interested in just because of their age. That’s such a limiting view in life, and we believe that is part of what has been so lacking in prior products that have tried to focus on these demos. 

GXB+ is a way to highlight that this journey will be unique.

When I presented some preliminary materials to Lolita, she immediately asked, “Where did you get GXB+ from?” 

I said, “I made it up.” And she said, “Oh, we’re going to use that for sure!” 

GXB+ represents our intention to speak to these formerly under-served generations. But the acronym lets them know that this time it will be different. Our approach is to bring together people over 40, who don’t define themselves by their age, who don’t believe in age-appropriate haircuts, or in trying to act the part—or keep the face—of a 20-year old. That is impossible. We honor everyone’s unique life experience by curating and creating content that celebrates age but doesn’t define anyone by it. We understand that and we’re invested in it. 

So, GXB+ is really shorthand for, “We see you.” And we hope you’ll be seeing a lot of us too, as we embark on this journey together. Living on our terms and not looking back.  


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