The Rise of Gen Z

Generation Z—people aged roughly 7 to 22—already accounts for a quarter of the global population. And early indications suggest that this socially conscious, always-connected cohort will have even bigger implications for companies than the millennials who preceded them.

Reality Bites Back: To Really Get Gen Z, Look at the Parents

By Matthew Boyle and Matthew Townsend

The latchkey kids of the 80s are now moms and dads to another cohort of practical, penny-pinching pessimists—with $143 billion in spending power.

Big Vegan Brands Snag Loyal Customers in Undergrad

By Deena Shanker

Food companies are swarming campuses, where a nearly captive audience that’s about to start buying groceries is building its lifelong loyalties.

In Regions Hit by Recession, Gen Z Is Turning Out to Be Frugal

By Lisa Du and Ellen Milligan

Scarred by financial crises and unemployment, they’d rather shop secondhand stores.

Millennials Tried to Kill the American Mall, But Gen Z Might Save It

By Jordyn Holman

The next generation of U.S. buyers isn’t shopping like their parents.

The Future of Shopping Is Already Happening in China

By Daniela Wei and Shelly Banjo

Traditional retail and e-commerce hold little interest for consumers who are wedded to smartphones and take their cues from influencers.

Gen Z Can’t Afford the SUVs Detroit Is Making

By Keith Naughton

Focusing on large, pricey vehicles brought U.S. automakers back from the brink, but it may cost them a generation of buyers.

Gen Z Will Be the Ultimate Pot Consumers

By Craig Giammona

This 4/20, three times more of the cohort that Corporate America’s salivating over was able to buy legal cannabis.

Investors’ Guide to Gen Z: Weed, Social Justice and Kylie Jenner

By Craig Giammona, Carolina Wilson and Sarah Ponczek

It may be time to diversify your portfolio beyond millennials.