As Gen Z Enters Prime Spending Years, Brands Sharpen Their Pitch
Retail TouchPoints
OCTOBER 27, 2024
They’re Gen Z, born between 1997 and 2012 and comprising 20.69% of the U.S. population — just a bit fewer than Baby Boomers ( 20.93% ) and the largest current group, millennials ( 21.71% ), according to Statista. That’s approximately 67 million people in the U.S. alone — an enormous, and increasingly powerful, consumer group.
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