PARIS — Optimistic, resilient, independent and hedonistic: sandwiched between Baby Boomers and Millennials, Gen X is the generation that luxury brands can no longer afford to ignore, according to a new study published Wednesday.

This cohort, born between 1965 and 1980, is at the peak of its professional achievement and spending power — yet it remains an underexplored demographic .

That’s in part because Gen X has always resisted being labeled and discussed, but this lack of understanding represents a missed opportunity for luxury brands, said Publicis Luxe.

The creative agency joined forces with market research firm OpinionWay to do a deep dive into this generation’s relationship with luxury, via a survey of 1,150 people aged 45 to 65 in the top 10 percent of affluent households

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