Project Generations is a wide-reaching look at the generational personae that make up Philippine society. This is the second in a two-part look at Generation X– seen through the eyes of Juan Sr.’s younger daughter, Jane Dela Cruz.

What They Stand For

Jane grew up in a time of great change, and those shifting tides made her more attentive to the world around her. Raised in a household where the evening news was a regular part of the day, and where the television became a window to both local and global events, Jane learned early on to stay informed. This exposure built a generation of Gen X-ers who care about what’s happening in the country. In fact, 48 percent say they want to stay up to date with current events, and 39 percent report actively caring about social and political issues.

This awareness, however, comes with its own weight. Jane genuinely cares about the country and has high hopes for what it can become. But because of that hope, she is also easily disheartened when the nation falls short of its potential. This frustration is made even more poignant when she sees other countries forging ahead while the Philippines continues to struggle with the same old problems. It is a love-for-country that is honest and passionate, but often tinged with disappointment.

39% prefer products made in the Philippines, while 20% also believe that the Philippines has no capacity to produce quality products that can match those made in other countries.

At the same time, Jane feels a strong sense of responsibility that stems from her role in the family. Like many of her peers, she was raised by Traditionalist parents who instilled in her the importance of discipline, duty, and putting family first. Gen X-ers grew up with a deep respect for their role as providers, often taking that responsibility very seriously.

For Jane, failing to meet her obligations is not just a missed task, it’s a personal failing. Among her generation, 63 percent consider the family’s welfare their top concern, while 61 percent prioritize bonding and quality time with loved ones. Fourteen percent even report that simply ensuring their family’s basic needs are met is their main focus in life.

Because of the economic hardships they experienced growing up, and their increasing exposure to new and aspirational products from abroad, Gen X also places a high value on achieving financial stability. They want to be able to provide for their family and still have enough left over to enjoy the life they’ve worked hard for. 39 percent believe their generation is more hardworking and determined than others, and 34 percent say money is the truest measure of success. Compared to self-indulgence, which only 3 percent prioritize, the emphasis is clearly on practicality and responsibility.

Rebels With Occasional Causes

Despite their practical mindset, Gen X is also the generation that began to explore a sense of personal freedom. Influences from peers and western media helped them embrace independence and develop their own interests. 46 percent want to take control of their time, and 25% make decisions without consulting family or friends. They may have been raised with a traditional mindset, but they also knew how to speak up, push back, and follow their own path when necessary. This is why they were sometimes seen as “rebellious” compared to their more obedient Boomer siblings.

Even with a conservative upbringing, Jane and her fellow Gen X-ers often hold more liberal views than their parents. The result is a more balanced outlook: one that values respect and family, while also giving room for expression and individuality. This blend influences how they raise their own children, encouraging them to speak their minds while still grounding them in core family values. About 28 percent say they are more open and lenient than other generations, and 21 percent believe same-sex relationships are acceptable– an indication of their willingness to evolve with the times.

With financial comfort finally within reach, Jane is now able to enjoy the fruits of her hard work. She enjoys indulging in the occasional luxury, especially when it’s a brand or product that can make a statement. For Gen X, owning impressive items is not just about status, but also about signaling achievement.

34 percent want to own brands that impress others, and nearly a quarter have a soft spot for luxurious names in their lives. Image plays a part here too, as 67 percent say they try not to lose face, and a significant number admit to comparing themselves to peers on social media or using filters on their photos to present themselves in a more polished light.

Beyond luxury, relatability matters just as much to Jane. She does not choose brands based solely on function. She looks for those that reflect her personality and values. One in four say they buy products to express who they are, showing that self-identity is a major consideration in their buying habits. This search for alignment may be rooted in the contrasting ideals they were raised with– traditional values at home and modern influences from the outside world. In navigating these contrasts, Gen X developed a preference for brands that feel authentic, personal, and meaningful.

Wallets With a Mirror

When it comes to daily spending, Jane’s habits reflect a strong sense of practicality, something that Gen X shares with the Boomers before them. Essentials dominate their shopping list, with household staples topping the charts. Toothpaste sees 99 percent brand awareness and 98 percent current use, which makes sense for a generation that values cleanliness and presentation. Coffee, a daily ritual for many, boasts nearly 100 percent awareness and 95 percent usage. Detergent clocks in with 99 percent awareness and 92 percent current use, showing just how important cleanliness and home care remain. And while you might not expect it, soft drinks are a favorite too, with 100 percent awareness and 89 percent usage– perhaps a nod to familiar comforts and simple pleasures.

But while the basics remain important, Gen X also shows signs of more aspirational or image-conscious spending. Mobile phones are a standout in this category, with 98 percent brand awareness and 86 percent current use. It’s not just a tool for communication, but a symbol of staying connected, current, and capable. Deodorant, another product that signals personal care, reports 93 percent awareness and 80 percent usage. Even make-up, traditionally a more selective purchase, makes a mark with 83 percent awareness and 34 percent current use, revealing a quiet but steady attention to appearance and presentation.

When choosing brands, Jane looks for those that feel honest and uncomplicated. Simplicity and clarity matter just as much as function. Gen X gravitates toward brands that feel strong (28 percent), simple (23 percent), and purposeful (18 percent). But beyond appearances, it’s the values that truly resonate. Brands that are seen as honest (40 percent), genuine (35 percent), and make people feel secure (35 percent) are most likely to earn loyalty.

This connection with meaningful brands explains why Gen Xers continue to support companies they trust. Jollibee tops the list with a 43 percent favorability rating, capturing both national pride and emotional comfort. Mercury Drug follows with 33 percent, and Safeguard comes in at 28 percent. Familiar names like SM (28 percent), Colgate (25 percent), Nestle (23 percent), Nokia (22 percent), and KFC (19 percent) round out the list– brands that offer both reliability and familiarity.

Financially, Jane shows more diversity in her payment methods compared to the older generation. Cash is still dominant, used by 98 percent of Gen Xers, but it no longer stands alone. Credit cards (3 percent), debit cards (2 percent), prepaid cards (1 percent), and even checks (1 percent) are starting to find their place in their financial toolkit. This wider range of payment options may be small in percentage, but it points to growing financial confidence and flexibility.

When it comes to promotions, Gen X knows how to spot a good deal. They’re drawn to tried-and-tested incentives like buy-one-take-one promos (84 percent), premium freebies (54 percent), and straightforward discounts (53 percent). These offers provide value without compromising quality, which speaks to their practical yet aspirational mindset.

They’re also more active in terms of financial planning. Around 29 percent of Gen Xers report having savings or active investments, signaling a shift from simply preserving wealth to actually growing it. And while bank choices are still influenced by personal relationships, Gen X shows more openness to influence from public figures. Thirty-nine percent trust their spouse or partner when making banking decisions, but 27 percent say they would also consider a celebrity endorsement– much higher than what we see with Boomers. Seventeen percent are influenced by other relatives, and 11 percent look to friends for recommendations.

Speaking to the MTV Generation

While Gen X may be more digitally savvy than their Boomer siblings, they still hold on to the media habits they grew up with. For Jane, television remains a staple in her daily routine, with 99 percent of Gen Xers still tuning in. It’s a familiar and trusted source of information and entertainment that has stood the test of time. Mobile devices have also become essential, with a huge 94 percent of respondents saying they prefer using their phones. That blend of traditional and modern media makes Gen X uniquely positioned between two worlds.

The internet is starting to take more of a role in their lives, with 57 percent saying they prefer it. Even more telling is that 96 percent of them have active social media accounts, showing that this generation is no stranger to online platforms. While radio still gets some love from 42 percent of Gen Xers, print materials, though on the decline, are not entirely out of the picture, with 41 percent still showing a preference for them.

When it comes to celebrities, Jane’s generation is more diverse in their tastes. Unlike her brother, who gravitates toward classic showbiz icons, Jane doesn’t seem to follow a single trend. Some Gen Xers remain loyal to the legends of Philippine cinema, with Fernando Poe Jr. (FPJ) still holding strong at 5 percent. But there’s also a growing appreciation for newer celebrities, like Angel Locsin, who comes in at 4 percent. This variety suggests that Gen X doesn’t just look up to stars, they connect with those who reflect different aspects of their identities.

Life on the Edge

Gen Xers occupy a unique position in the generational timeline. Raised by Traditionalist parents who emphasized discipline, responsibility, and family-first values, they also came of age during a period when the Philippines opened up to foreign media and products. On one side, they were taught to respect authority, value hard work, and put family above all. On the other, they were surrounded by western influences through television, imported goods, and evolving social ideals. These two contrasting forces helped shape a generation that is more layered, more open, and more individualistic than the ones before it.

Because of this blend of upbringing and exposure, Gen X stands out as a more diverse and adaptable group. They hold on to core values instilled during childhood, such as the importance of meeting basic needs, both for themselves and their families. In fact, 14 percent say their top priority is ensuring their household’s survival and well-being. Despite the pull of modern consumer culture, only 3 percent report prioritizing self-indulgence, which reinforces just how deeply rooted their sense of responsibility runs.

Family bonding also remains key, with 7 percent emphasizing quality time with loved ones. While the numbers may not seem huge at first glance, they point to a deeper truth: Gen Xers, though often juggling multiple responsibilities, still carve out time to nurture emotional connections at home. In many ways, their generation represents the careful balancing act between tradition and change– walking the line between the values they were raised with and the world they’ve grown into.

Now that we’ve lived on the edge through Jane’s eyes and understand what shaped Generation X, it’s time to shift our attention to the next chapter in the Dela Cruz family story. It’s time to meet Jean Dela Cruz, Juan Jr.’s daughter– hailing from Gen-Y, or the Millennial Generation.

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