Gen Z’s Growing Consumer Power
Gen Z is often portrayed as grappling with a profound sense of pessimism, owing to the COVID-19 recession and the climate crisis. But a recent report by World Data Lab and NielsenIQ found that it will be the largest – and wealthiest – generation in history, and that these benefits will be more evenly dispersed around the world.
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WASHINGTON, DC – As the father of three children who fall right in the middle of Gen Z – anyone born between 1997 and 2012 – I have tried to prepare them for the uncertainties and complexities of twenty-first-century life. Like every parent, my wife and I have wondered where their path will lead them once they become fully independent, and how they will reshape society and the economy.