Generation Z comprises youngsters born between the years 1996 – 2010. Though the oldest of the group are just graduating college and entering the workforce, they already hold $44 billion in buying power, and by 2020 Gen Z will make up one-third of the U.S. population. They will be even larger than their Millennial predecessors in terms of both population and spending power. Overall, this group is on track to have a large impact on retail and buying behavior.
