In the acclaimed 1991 novel “Generation X,” author Douglas Coupland captured the essence of the generation born in the 1960s and 1970s. He chronicled a group of young adults grappling with the idea of diminishing expectations of material wealth, coining the term lessness to describe their philosophy. For many members of Generation X who ventured into creative careers following the novel's publication, this notion of lessness has significantly influenced their professional journeys.
If you embarked on a career in media or image-making during the 1990s—be it in magazine publishing, journalism, photography, graphic design, advertising, or film—there's a high likelihood that you are now navigating a vastly different professional landscape. Many of these once-thriving industries have either shrunk or transformed dramatically, effectively sidelining those whose skills were previously in high demand. Chris Wilcha, a 53-year-old film and TV director in Los Angeles, remarked, “I am having conversations every day with people whose careers are sort of over.”
Engaging with peers in their late 40s and 50s often reveals stories of once-prominent photographers whose work has dwindled, designers struggling to secure jobs, and magazine journalists facing stark career stagnation. Generation X grew up as the younger siblings of the baby boomers, yet their early adult media environment mirrored that of the 1950s, characterized by a tactile analog world filled with landline telephones, tube TVs, vinyl records, and ink-stained newspapers. However, the advent of digital technology brought significant disruption, ushering in platforms like AOL, Myspace, and Napster, which eventually rendered much of their expertise nearly obsolete.
Over a dozen Generation X individuals interviewed for this article expressed feelings of exclusion from their chosen professions, both economically and culturally. “My peers, friends, and I continue to navigate the unforeseen obsolescence of the career paths we chose in our early 20s,” Wilcha stated, highlighting the disheartening reality that the skills and crafts they diligently honed have seemingly vanished.
Every generation faces its unique challenges. For Gen X, the burden lies in having grown up in one world only to confront the complexities of middle age in an entirely different one. The value of their skills has depreciated dramatically. Karen McKinley, a 55-year-old advertising executive from Minneapolis, noted how talented colleagues have been “thrown away” as agencies merge and prioritize quick, cost-effective social media content over the elaborate photo shoots of the past. “Twenty years ago, you would actually have a shoot,” said McKinley. “Now, you may use influencers who have no advertising background.”
As if the challenges weren’t enough, the rise of artificial intelligence now looms as a significant threat to remaining Gen X professionals in fields like copywriting, photography, and design. According to research from Forrester, ad agencies in the United States could lose 32,000 jobs, or 7.5% of the workforce, to automation by 2030. In response to these changes, McKinley co-founded Geezer Creative, an agency intended to serve as a sanctuary for Gen X talent. “We’ve been absolutely bombarded by creative folks over 50 — or even approaching 50 — because they’re terrified,” she shared.
The job market upheaval coincides with a period of rising living costs, particularly in coastal cities, where financial burdens such as mortgages, college tuition, and elder care weigh heavily on middle-aged Gen X-ers. Despite approaching retirement age, many find themselves less financially secure than their baby boomer predecessors, with insufficient retirement savings according to recent surveys.
While a few legacy media companies have managed to stay afloat, the number of available jobs within these businesses continues to decline, leaving many workers feeling uneasy. As Steve Kandell, a former editor at Spin, reflects on his once-promising career in media, he describes the experience as being in “the death throes” of an industry that has undergone radical transformation. Kandell, who began his career passionate about music journalism, eventually found himself grappling with the realities of a dwindling print publication landscape.
As print magazines struggled to compete with digital platforms, the demand for traditional roles evolved. Photography, once a thriving profession, now sees seasoned professionals struggling to find work as the market shifts towards cheaper alternatives and digital solutions. Chris Gentile, a former creative director at Condé Nast, noted that top photographers who once earned five-figure fees for shoots now face competition from younger creatives willing to work for a fraction of the cost.
With the advertising landscape undergoing similar transformations, brands have pivoted away from expansive print and television campaigns in favor of social media strategies that require fewer resources. Greg Paull, a principal at R3, explained that a TV spot that previously took six months to create may now be replaced by a quick TikTok execution, often produced in just six days.
As these shifts unfold, many Gen X-ers are left to reevaluate their career paths. With opportunities dwindling and incomes stagnating, they face the dilemma of whether to relocate to lower-cost areas while remaining loyal to their creative passions or seeking stable corporate positions that may provide health insurance and a steady paycheck. Wilcha, who once shot commercials for major brands, is now questioning his career decisions as opportunities in that realm become scarce.
Despite the challenges, some Gen X-ers are finding innovative ways to adapt. Wilcha, for example, returned to his roots by creating the documentary “Flipside,” exploring the compromises artists make to sustain themselves. This personal project allowed him to reconnect with his creative identity while navigating the uncertainties of the industry.
Similarly, Chris Gentile transitioned from a corporate position to owning a surf shop, which he and his wife expanded into a clothing brand. “One thing I’m grateful for, and it’s a strength of my generation, is we weren’t promised anything,” Gentile said, highlighting the resilience that defines many in Generation X.
As opportunities continue to shift, the journey for Generation X remains fraught with challenges but also filled with potential for reinvention and growth. Many are exploring new careers outside of their traditional fields, seeking fulfillment in areas that align with their passions and skills. For those navigating these tumultuous waters, the quest for stability and identity continues.
