The leading members of Gen X are now 37 and starting to assume places of influence in business, the arts, science and politics.

They grew up in a world of uncertainty and feel their predecessors left them a mess to clean up. Nothing is guaranteed in their future, so Xers focus on today—but they want to have fun while they’re at it. They’re far more likely than other age groups to describe themselves as “fun-loving.” Spontaneity is important to them.

Xers are tolerant of alternate lifestyles and ways of living, and they tend not to see things in rigid categories of black or white. They don’t believe any single value system is right for everyone.

Twenty- and thirty-somethings don’t view careers as their key source of fulfillment, and they don’t plan to sacrifice their personal lives in order to advance. Many are the children of broken homes and are thus cautious about entering into long-term relationships. Xers feel they must protect themselves and look after their own interests.

They tend to marry and buy homes later, and significant numbers continue to live at home into their twenties and thirties. They’re less likely to date one-on-one, preferring to go out in groups of friends. Xers rely on groups of friends for both information and support.

The first generation to learn computers as children, Xers are enthusiastic about technology. Computers, DVD players, cell phones and the like are facts of life.

Xers grew up in a cable-TV world, with dozens of offerings. They draw no clear distinction between news and entertainment, and they don’t particularly trust what they see on the air. Xers are active channel surfers and won’t waste time on programs (or anything else) they find boring.

Visuals interest them more than text, and they enjoy multimedia presentations that mix and match disparate elements. Xers appreciate style and retro products that have been repackaged in hip ways: lava lamps, Nat King Cole CDs, ’50s-style furniture, the redesigned Volkswagen Beetle.

• Concerns: achieving a good standard of living on their own; creating a lasting relationship

• Turn-offs: being stereotyped; marketing hype; pitches based on status or authority; rigidity; intolerance; insufficient choices; boredom

• Hot buttons: opportunities for excitement; parodies; media and products with attitude; functional clothing; global influences; new technologies; cool retro; good design; travel