Gen Z’s buying power is astonishing – a report estimates that it has reached almost $100 billion with annual earnings of almost $153 billion. Factor in their influence on Gen X’s family purchases and household spending and you get some truly interesting insights: 85% of Gen X’ers report consulting their Gen Z kids during the research phase while 91% consult their kids at the point of purchase. It’s safe to say it’s time for brands to invest in understanding the impact of this generation.¬†This infographic breaks down more Gen Z shopping trends uncovered from our own survey.

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