Between the generational giants of baby boomers and millennials, Generation X – born between 1965 and 1980 – tends to get lost in the shuffle, even when there’s a mountain of evidence that they shouldn’t, including in the healthcare space. Don’t You Forget About Gen X examines this skeptical, participatory, and oft-forgotten generation’s crucial and growing role as healthcare consumers, and how marketers can connect with them. Each chapter combines research, data, pop culture references and personal anecdotes to paint a picture of each generation’s relationship to healthcare and build a strong case for why Generation X cannot – and should not – be ignored.