5 Gen Z stats marketers need to know

The influence of Generation Z is on the rise. Estimated to account for as much as 26% of the world’s population, Gen Zers care deeply about a brand’s ethics and how those brands communicate with them. Born between 1997 and 2012, Gen Z wields nearly $100 billion in purchasing power. Our 2023 Consumer Trend Index polled over 6,000 consumers across four generations — Baby boomers, Gen X, Millennials, and Gen Z.