It's been said that by the time someone reaches age 40, 80% of their weekly purchases are the same.

But Gen Xers, known for their curiosity and independence, remain open to discovery, while exhibiting higher potential for loyalty than their younger cohorts.

Despite this, many brands continue to overlook them, leaving a $39 trillion opportunity on the table.

As the oldest of Gen X cross the threshold into 60, we examine their evolving needs and how they are redefining aging, from quietly shaping pop culture to embracing a newfound sexual freedom.