Editing Generation X (section)

=====Entrepreneurship as an individual trait=====
[[File:Sergey Brin, Web 2.0 Conference.jpg|thumb|left|upright=1.1|[[Google]] co-founder [[Sergey Brin]], speaking at a [[Web 2.0]] conference]]
[[Individualism]] is one of the defining traits of Generation X, and is reflected in their entrepreneurial spirit.<ref>{{Cite journal|last=Sirias|first=Danilo|date=September 2007|title=Comparing the levels of individualism/collectivism between Baby Boomers and generation X: Implications for teamwork|url=https://www.emerald.com/|journal=Management Research News|doi=10.1108/01409170710823467|access-date=3 February 2023|archive-date=27 January 2019|archive-url=https://web.archive.org/web/20190127044449/http://emerald.com/|url-status=live|url-access=subscription}}</ref> In the 2008 book ''X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking'', author [[Jeff Gordinier]] describes Generation X as a "[[dark horse]] demographic" which "doesn't seek the limelight". Gordiner cites examples of Gen Xers' contributions to society such as: [[Google]], [[Wikipedia]], [[Amazon.com]], and [[YouTube]], arguing that if Boomers had created them, "we'd never hear the end of it". In the book, Gordinier contrasts Gen Xers to Baby Boomers, saying Boomers tend to trumpet their accomplishments more than Gen Xers do, creating what he describes as "elaborate mythologies" around their achievements. Gordiner cites [[Steve Jobs]] as an example, while Gen Xers, he argues, are more likely to "just quietly do their thing".<ref name="Gordinier" /><ref>{{cite magazine|last1=Stephey|first1=M.J.|url=http://content.time.com/time/arts/article/0,8599,1731528,00.html|title=Gen-X: The Ignored Generation?|date=16 April 2008|magazine=Time|access-date=19 June 2016|archive-date=20 June 2016|archive-url=https://web.archive.org/web/20160620201749/http://content.time.com/time/arts/article/0,8599,1731528,00.html|url-status=live}}</ref>

In a 2007 article published in the [[Harvard Business Review]], authors Strauss and Howe wrote of Generation X: "They are already the greatest entrepreneurial generation in U.S. history; their high-tech savvy and marketplace resilience have helped America prosper in the era of globalization."<ref>{{cite magazine|last1=Howe|first1=Neil|title=The next 20 years: How customer and workforce attitudes will evolve|url=https://www.researchgate.net/publication/6196698|access-date=19 June 2016|magazine=Harvard Business Review|date=June 2007}}</ref> According to authors Michael Hais and Morley Winograd:
<blockquote>Small businesses and the entrepreneurial spirit that Gen Xers embody have become one of the most popular institutions in America. There's been a recent shift in consumer behavior and Gen Xers will join the "idealist generation" in encouraging the celebration of individual effort and business risk-taking. As a result, Xers will spark a renaissance of [[entrepreneurship]] in economic life, even as overall confidence in economic institutions declines. Customers, and their needs and wants (including Millennials) will become the North Star for an entire new generation of entrepreneurs.<ref>{{cite web|url=http://www.beinkandescent.com/articles/942/GenX|title=Why Generation X is Sparking a Renaissance in Entrepreneurship|last1=Winograd|first1=Morley|last2=Hais|first2=Michael|year=2012|access-date=2013-04-22|archive-date=9 March 2014|archive-url=https://web.archive.org/web/20140309230233/http://www.beinkandescent.com/articles/942/GenX|url-status=dead}}</ref></blockquote>

A 2015 study by [[Sage Group]] reports Gen Xers "dominate the playing field" with respect to founding [[Startup company|startups]] in the United States and Canada, with Xers launching the majority (55%) of all new businesses in 2015.<ref>{{cite news|url=https://www.sage.com/na/~/media/site/sagena/responsive/docs/startup/report|title=2015 State of the Startup|date=2015|access-date=6 August 2016|publisher=sage|archive-date=21 October 2016|archive-url=https://web.archive.org/web/20161021015127/https://www.sage.com/na/~/media/site/sagena/responsive/docs/startup/report|url-status=live}}</ref><ref>{{cite news|last1=Iudica|first1=David|url=https://advertising.yahoo.com/insights/overlooked-influence-gen-x|title=The overlooked influence of Gen X|date=12 September 2016|access-date=2 October 2016|publisher=Yahoo Advertising|archive-date=21 October 2016|archive-url=https://web.archive.org/web/20161021014750/https://advertising.yahoo.com/insights/overlooked-influence-gen-x|url-status=live}}</ref>