Aesthetic Practitioners Should Meet Generation X Where They Are

Generation X (Gen X), made up of people born between 1965 and 1980, is known for being adaptable, independent, and skeptical, with a do-it-yourself mindset.1 For aesthetic medicine, this generation tends to favor natural, minimally invasive enhancements, often influenced by authentic testimonials.2 Clinicians treating Gen X patients should be ready to provide evidence-based explanations and respect their tendency to do their own research.1

Despite these established trends, characterizing a generation of people remains largely subjective. One clinician’s experience with Gen X might not match another’s. Acknowledging that, this article focuses primarily on my own experiences treating this demographic.

THE GEN X IDENTITY

This generation is the easiest for me to connect with because I do not need a slang dictionary to communicate with them. I understand their stress as members of the “sandwich generation” as they balance children, aging parents, and demanding careers.

We share the same cultural references and a certain grit, especially those of us from the Midwest. There is a shared memory of dark, icy mornings waiting for the yellow school bus, shoveling snow before class, and a life shaped by responsibility early in life. In Chicago, there are rarely more than 2 degrees of separation before I find a mutual friend, colleague, or cousin.

Key traits associated with Gen X are loyalty and practicality.3 Many grew up under the influence of Depression-era grandparents, World War II veterans, or first-generation immigrant parents. Their family stories were filled with hard work, sacrifice, and gratitude—leaving behind life lessons that stuck.

My grandfather was a Cadillac man. Our next-door neighbors, the Elias family, were Ford loyalists. Neither would ever buy a car made in a country with which we had been at war. That kind of brand fidelity, born from identity and pride, was imprinted deeply on our generation.

THE GEN X MINDSET

Gen X is typically not easily offended. They are often self-reliant, grounded, and resilient. They tend to cherish their heritage, respect differing opinions, and rarely sever relationships over political or cultural divides. They usually prefer meaningful communication over constant chatter; if they text or call, it is for a reason.

Most are allegiant to the stars and stripes, value work ethic, and believe that credibility must be earned, not claimed. They typically expect honesty, respect, and consistency.

GEN X AS PATIENTS

Gen X is currently in its aesthetic prime. According to the American Society of Plastic Surgeons, Gen X represents nearly 45% of all cosmetic procedures, both surgical and nonsurgical.4 This makes them the single largest generational demographic in aesthetic medicine today. Their consumer behavior favors natural, minimally invasive enhancements and decisions are often influenced by loyalty and trust.1

Word-of-mouth referrals tend carry tremendous weight. If a friend, colleague, or another physician recommends you, that endorsement is gold. They usually will still check your credentials, hospital affiliations, and reviews, but mainly to confirm what they already believe.

Gen X is digitally active but discerning. They are present on Facebook and Instagram, less so on TikTok, though that is shifting.5 They will engage with longer-form posts, educational reels, or YouTube content that offers substance.5 LinkedIn can be especially important, with many now in leadership positions, as an ideal channel for professional credibility and outreach.

Financially, this generation is generally stable and value-conscious. Empty nesters with established careers are not often lured by gimmicky discounts or “flash” sales; in fact, they may see them as devaluing your brand. They will pay premium prices, but they expect premium value in return. Credentials, experience, and integrity tend to matter more to them than social media trends or viral dances.

INSIDE THE CONSULTATION ROOM

Inside your office, time tends to be this generation’s most precious commodity. These patients usually expect efficiency, punctuality, and competence.

Subsequently, Gen X patients are likely to quickly assess your credibility and confidence. Educational background and professional qualifications are often more important to them than to Millennials or Gen Z.

Trust may take time to build—it may not develop from just one visit—but once earned, it endures.6 When a Gen X patient trusts you, that relationship often becomes multigenerational. They may refer their family, friends, and professional colleagues to your practice.

They are also typically comfortable investing in quality. Whether with multiple syringes of filler, energy-based devices, or a surgical procedure, Gen X is usually not looking to “piece it together.” They are also more likely to purchase medical-grade skincare to maintain results and view that as part of their overall investment.

However, they tend to value privacy and discretion perhaps more than other generations. They do not typically share their aesthetic treatments publicly, and they often prefer not to be featured in your marketing materials. Securing consent for photographs can be challenging. It is not that they are disinterested; they just tend to be discreet. When complications or concerns arise, they will often assess whether it is worth bothering you. If they are worried, they tend to expect you to be reachable. Automated responses, AI chatbots, or endless phone menus can be a quick way to lose their trust. The typical Gen X patient wants to speak with a real person—and ideally it is you on the other end of the line.

THE TAKEAWAY

Gen X patients are the backbone of aesthetic medicine and likely will continue to be for several years. Clinicians should understand that these patients are generally loyal, seasoned, pragmatic, and discerning. They grew up bridging the analog and digital worlds, and they learned to value quality.

To connect with these patients, respect their time and their intelligence, and create tangible value for them. When you do, you will not just earn a patient; you’ll gain an advocate for life. 

1. Barone M, De Bernardis R, Persichetti P. Aesthetic Medicine Across Generations: Evolving Trends and Influences. Aesthetic Plast Surg. 2025;49(11):3274-3276. doi:10.1007/s00266-024-04353-y 

2. Mallinson DC, Jewell C, Aziz F. The Art of Peer Review. Wis Med J. 2024;123(2):7073. https://doi.org/10.22454/wmj.2024.123.2.70

3. GWI. Gen X characteristics: exploring the ‘middle child’ generation. GWI Blog. Published October 18, 2023. Accessed October 20, 2025. https://www.gwi.com/blog/gen-x-characteristics

4. American Society of Plastic Surgeons. American Society of Plastic Surgeons breaks down 2022 plastic surgery trends among different demographics. ASPS Newsroom. Published December 7, 2023. Accessed October 20, 2025. https://www.plasticsurgery.org/news/press-releases/american-society-of-plastic-surgeons-breaks-down-2022-plastic-surgery-trends-among-different-demographics

5. Hedley R. Gen X social media data and habits. Sprout Social Insights. Published June 18, 2025. Accessed October 20, 2025. https://sproutsocial.com/insights/gen-x-social-media/

6. Cosimano L. The retail giant will see you now. Neb Health Netw. Published March 24, 2023. Accessed October 20, 2025. https://nebraskahealthnetwork.com/retailgiantcopy/