This post-millennial generation makes up a quarter of the U.S. population, influences family spending decisions and controls $143 billion in spending power.
Just because millennials and members of Generation Z are close in age does not necessarily mean they share the same belief systems. Born between 1997-2010, Generation Z are, by and large, the children of Gen Xers, and they tend to share similarities with their parents — like their underlying skepticism of brands that focus on profit over people. For this generation diversity, purpose and honesty and more than hashtags, they are virtues these young consumers expect from all brands.