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Gen Z will make up 20% of the population in the US this year, putting it solidly in line with millennials, Gen X, and baby boomers, per the US Census Bureau. That said, 42% of Gen Zers will still be minors, and as a result their spending power will remain below that of older generations.

Beyond the chart: In 2025, Gen Z will surpass Gen X in its number of US digital buyers, according to our estimates. Millennials will continue to account for the largest portion of digital buyers through the end of our forecast period in 2026.

Gen Zers’ spending power is increasing, and their shopping habits are unique. But don’t overcompensate on marketing to Gen Z and lose older generations in the process.

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