25%of the world
The largest generation in history
Gen Z is 25% of the global population - larger than Millennials, and likely the largest cohort ever. The question is when their spending power catches up to their sheer volume.
Spend Z - A Global Report
Gen Z is the largest generation in history - and their $12T is coming.
A first-of-its-kind deep dive designed to help CPG, Tech & Durables retailers and manufacturers build loyalty with the generation that will reshape every category by 2030.
12T
Gen Z spend by 2030
2.7T
New spend added
25%
of global population
2B
Global Gen Z
Why Spend Z
Gen Z's spending power is expected to grow to $12T by 2030.
This generation will have a significant influence on the products manufacturers and retailers sell in the near future, while emerging as a critical and largely untapped lever of growth. Spend Z: A Global Report is designed to help retailers and manufacturers in CPG and Tech & Durables tap Gen Z spending potential today, tomorrow, and in the future - starting with these key findings.
Where the growth sits
Two thirds of Gen Z live in Asia and Africa - but spend growth is not evenly shared.
The report maps Gen Z spending power city by city and region by region, so you can see which markets add the most incremental spend between now and 2030, and which cool off.
Key findings
Four things every category leader should know about Gen Z
$12Tby 2030
They will be the richest generation
Gen Z spends more per capita than any prior generation at the same age. By age 25 their U.S. mean and median spend outpaces earlier cohorts - dispelling the 'most broke generation ever' myth.
$2.7Tnew spend
The highest spending growth
Gen Z spend is set to grow by $2.7 trillion in the coming years. Manufacturers and retailers should allocate investment by anticipated Gen Z share of growth, by category and region.
200+categories tracked
They will expand categories
Through 2030, the most dynamic demand growth sits in alcohol and health - Gen Z drives both. In beauty they want clean, natural, cruelty-free. In food: natural, low-sugar, high-protein, no artificial ingredients.
Where Gen Z shifts the mix
Alcohol and health lead category growth through 2030 - with beauty and food close behind as Gen Z's value system hardens.
Alcohol
Health
Beauty
Food
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Get the Spend Z global report preview
A first-of-its-kind deep dive on how Gen Z will reshape CPG, Tech & Durables and adjacent consumer categories through 2030 - with the World Data Lab data model behind every chart.
- • Regional Gen Z spending projections through 2030
- • Category-level growth share, by cohort and region
- • The consumer-values shifts driving beauty, food, and health
- • Methodology notes from the WDL research team
Download full report
Check out the Spend Z exclusive global report preview now to learn more.
Go deeper than the report
World Data Intelligence tracks Gen Z spend across 190+ countries, 9,000+ cities and 200+ categories through 2040.