Gen Z: The label-less generation and the future of data

Gen Z has an estimated $143 billion in direct buying power, and yet almost half of those young consumers aren’t old enough to drive a car. The youngest are in grade school while the oldest are just beginning to graduate from college. Accounting for approximately 32% of the world’s population, Gen Z—defined as being born from the mid-to-late 1990s to the early 2010s—is emerging as the world’s largest and most diverse generation, born into a world of seismic social change. For these digital natives, “on-demand” is not a buzzword. It is a mode of existence.