Jason Dorsey, President of The Center for Generational Kinetics, was recently included in a Yahoo Finance feature article that dives into one of his most passionate topics—Gen Z and money. This is a subject close to Jason’s heart because Gen Z is often misunderstood, and Jason’s mission is to separate myth from truth about all generations, Gen Z included!
The article centers around the “Spend Z” report from NielsenIQ, which projects that Gen Z’s spending power will reach an impressive $12 trillion by 2030. This astonishing growth will see Gen Z surpass Baby Boomers in spending by 2029—a seismic shift in economic influence that underscores the importance of understanding Gen Z’s financial behavior.
Our favorite quote of Jason’s featured in the article was, “Gen Z is the most valuable generation for brands to attract, [as they have] the greatest lifetime value.” That’s right! Our research shows that Gen Z’s financial clout is only just beginning to take shape, positioning them as the key economic trendsetters of the future.
The NielsenIQ report further reveals that Gen Z’s per capita spending is set to grow at a compound annual growth rate of 4.02% over the next decade—double the speed of previous generations. This rapid growth is driven by several factors, including Gen Z’s status as the first digitally native generation. Their comfort with technology, particularly social media, plays a significant role in how they research and purchase products.
Interestingly, while Gen Z is often seen as a digital-first generation, they still value in-store shopping experiences. Jason points out that Gen Z prefers a hybrid shopping strategy, blending digital and physical experiences. “They want to have a digital experience in a physical location,” he explains, highlighting that despite their digital savvy, there’s still a strong desire among Gen Z to engage with products in person, particularly in categories like beauty and apparel.
For brands, this dual expectation means that an omnichannel presence isn’t just a nice-to-have—it’s essential. Jason underscores this by stating, “It’s maybe the most important time ever to understand Gen Z.” Brands that fail to adapt to this convergent shopping model risk missing out on connecting with the most influential consumer demographic of the coming decade.
As always, Jason’s perspectives are rooted in the extensive research conducted by our team at CGK, as well as his ongoing work delivering keynotes and his bestselling book Zconomy, co-authored with CGK’s CEO, Dr. Denise Villa. The new data from NielsenIQ adds valuable insights that leaders, marketers, and families alike can use to better understand and engage with this dynamic generation.
We invite you to explore the full story, complete with insightful charts, by clicking here. The findings are more than just interesting—they’re a glimpse into the future of consumer behavior, shaped by a generation that is already setting new standards.
