A new consumer insight programme from Just Group and GenXpert reveals that Generation X is increasingly shifting career priorities as they move toward retirement, emphasising work-life balance over professional progression.

The research, part of Just Group’s wider GenVoices programme, surveyed over 3,000 Gen X adults — those born between 1965 and 1980 — to understand their attitudes and experiences. Representing nearly 14 million people in the UK, Gen X makes up around a quarter of the total adult population but is often overlooked in discussions about employment and retirement.

The findings show that as Gen X workers age, their focus on career diminishes. While 37% of those aged 43-48 still prioritise their career, this falls to 30% among 49-53 year-olds and drops further to 25% for those aged 54-59. Work-life balance also becomes increasingly important with age, with 70% of those aged 54-59 considering it crucial for their wellbeing, compared to 59% of the youngest Gen X cohort.

Similarly, 57% of the oldest Gen X workers view their work as a job rather than a career, compared to 48% of those in their early 40s.

Despite shifting career priorities, many Gen X workers still seek employment opportunities. The latest labour market data indicates that nearly 492,000 economically inactive 50-64 year-olds in the UK are looking for work, highlighting that while older Gen X workers may not be pursuing career advancement, they still have a strong desire to contribute to the workplace.

Stephen Lowe, group communications director at Just Group, stressed that businesses must recognise the changing priorities of this generation if they wish to attract and retain experienced talent.

He said: “Our detailed research project into Gen X shows an evident ‘power down’ as they begin to look towards retirement. They are realistic in their expectations of working later in life and have a clear demand for a stronger work/life balance as they transition towards retirement.

“Yet, this does not mean that employers should be disregarding these workers. Far from it – as employees, Gen X workers are realistic in their expectations of working later in life – with a growing recognition that their career will likely take a step back in order for them to prioritise work-life balance. Employers would do well to recognise that these employees bring decades of tried and tested experience to the workplace.

“There have been some seismic shifts over the past five years for older workers as the pandemic carried a wave of people into ‘early retirement’ before the cost-of-living crisis saw many seeking a return to the labour market to plug gaps in their finances.

“As Gen X approaches retirement, employers will need to understand what makes this generation tick if they want to harness the experience, expertise and value that these workers offer.”