Gen Z: The Not-So-Silent Generation

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Most of Gen Z — the generation born after 1995 — still aren’t old enough to buy alcohol, get married or hold their first job. But, they’re already flexing their consumer muscles.


More than 70% of Gen Z consumers surveyed for the National Retail Federation (NRF)/IBM “Uniquely Gen Z” study released earlier this year say they influence family spending on everything from electronics and vacations to everyday household items.

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