Generations
Every generation, every market, every category.
From Gen Alpha to the Silver Generation, we track consumer spending and behaviour across five generations - with the granularity to see how each generation spends differently city by city.
Five generations
The consumer class, generation by generation
5
Generations tracked
8B
Consumers modelled
190+
Countries
2,040
Forecast horizon
Why generations matter
Consumers move through age bands, but we all take our generation with us.
Understanding how consumer dynamics and preferences change as generations rise and fall is the key to unlocking the next big category opportunity.
From Gen Z to Gen X
Who buys what next.
World Data Lab and NIQ join forces on Spend Z and The X Factor - evidence-led reports that map how each cohort earns, spends and saves. Get clear city-to-country forecasts by category, plus actionable takeaways for product, pricing and media, so you can meet each generation where demand is growing.
City-to-country forecasts
By category, by cohort, at the level decisions are actually made.
Cohort earn / spend / save
How each generation allocates disposable income today and through 2040.
Actionable takeaways
Clear implications for product, pricing and media planning.
Download
Download our generations slides
Uncover the key generational shifts reshaping demand - and use them to improve your next business decision.
- Consumer class balance from Boomers to Gen Alpha, 2024 - 2040
- Category spend concentration by generation
- Where each generation is growing fastest (city + country)
- Income and savings behaviour across the five cohorts
See how generations spend differently
Access consumer spending projections by generation across 190+ countries and 9,000+ cities.