For most of the past decade, consumers around the world have increasingly shifted their spending from brick-and-mortar to online stores, appreciating the convenience and immediacy of digital shopping. But that trend could be reversing as members of Generation Z — people born after 1995 — begin flexing their economic muscle. Consumer packaged goods (CPG) brands should pay close attention because this trend could have make-or-break implications for many of them.

According to a global Criteo study, while 75% of Gen Zers say they prefer making purchases online, 80% look forward to the experience of shopping in stores when time allows. The generation already commands $44 billion to $150 billion in annual spending power and is expected to make up 40% of all consumers by 2020.