Brands, retailers, and marketers are prioritizing Gen Zers as more come of age and grow their spending power. As the first generation to grow up completely online, they are now the ones driving digital trends—TikTok’s rise is just the tip of the iceberg. Below are five charts to help you reach this demographic.

A Majority of Gen Zers Are Now Adults

Born between 1997 and 2012, Gen Z represents about 20% of the US population. And their buying potential is vast: 40 million are adults as of this year, with 70.8% of 20- to 24-year-olds in the workforce, per the US Bureau of Labor Statistics. We expect Gen Z to surpass Gen X in the number of digital buyers by 2025.