Generation X

adolescents and young adults

RJR’s “Project SCUM” Targeted Gays, the Homeless, Immigrants and Youth “Project SCUM” was R.J. Reynolds’ plan to increase sales of Camel cigarettes in the San Francisco area by marketing them to gay people in the Castro district, “rebellious, Generation X” -ers, people of “international influence” and “street people,” by introducing Camel cigarettes into less-traditional retail outlets like “head shops.” SCUM was an acronym that stood for “Sub-Culture Urban Marketing.” RJR’s rationale for the project was a higher incidence of smoking and drug use in these subcultures.

Generation X (Wikipedia) Generation X (often shortened to Gen X) is the demographic cohort following the Baby Boomers and preceding Millennials. Researchers and popular media often use the mid-1960s as its starting birth years and the late 1970s as its ending birth years, with the generation being generally defined as people born from 1965 to 1980. By this definition and U.S. Census data, there are 65.2 million Gen Xers in the United States as of 2019. Most of Generation X are the children of the Silent Generation and early Baby Boomers; Xers are also often the parents of Millennials and Generation Z.