Generation X (Lost generation)

WHAT'S NEXT?: Over the next two decades, Gen Xers will begin taking over the leadership reins across all organizations. Gen Xers increasing incomes and savings will help them amass a net worth of $37 trillion in 2030.

• [New] By 2020, 40 percent of U.S. consumers will be made up of Gen Z.
• With Millennials and Gen Z set to become the largest segment of consumers in the U.S. by 2024, now is the time for new entrants to solidify their presence and engage customers without the baggage of traditional banks.
• In the coming decades, America will undergo a major shift in wealth, as baby boomer numbers and wealth are eclipsed by Gen Xers, millennials, and Gen Zers.
• Marketers have been targeting the younger generations for a few years now, but in 2020, millennials and Gen Z will truly hit their stride in terms of spending power.
• Gen Z is the only major demographic projected to increase its use of restaurants in the next five years, as Millennials, Gen X and baby boomers are all expected to eat more meals at home.
• By 2020, Gen Z consumers will have a greater impact on global banking and payments than ever before as they encroach on the market and emerge as the main customer base for banks.
• By 2030 the share of global wealth held by Baby Boomers will be surpassed by Gen X and Millennials 1 - cohorts brought up in a far more interconnected, technologically savvy and globalised age.
• As Gen Z consumers emerge into adulthood - the oldest of them will turn 23 this year - they are on track to becoming a more prominent influence on foodservice than older generations.
• Next year, 74 million people in the U.S. will be part of Gen Z, which will make it the largest generation of all.
• As might be expected, millennials and Gen X shoppers expect to make the largest increases in Amazon shopping for traditional c-store products over the coming year.
• Millennials and Gen Z consumers represented some $350 billion of spending power in the U.S. alone, and by 2020, Gen Z consumers will account for 40% of global consumers.
• In the coming year, millennials and the Gen Z generation will account for almost 60% of the global workforce.
• Millennials and Gen Z have over $1 trillion in direct spending power, and will continue gaining influence in 2020 and beyond.
• Baby boomers and Gen X will lead holiday spending this year.
• By 2027, millennials will surpass Gen Xers to become the largest fine wine-consuming cohort.
• Gen Z and millennials together account for around $350 billion in spending power in the U.S and gen Z alone will make up 40 per-cent of global consumers by 2020.
• Over the next 25 years, $68 trillion of wealth is going to be handed down from Boomers, Gen X, Gen Ys and Millennials.
• Gen Z is already on track to become the largest generation of consumers by 2020 and will account for USD29 to USD143 billion in direct spending.
• In the US, Gen Z consumers alone represent $350 billion spending power and they will account for 40% of global consumers by 2020.
• By next year, Gen Z will outnumber millennials, comprising 32% of the global population.
• Gen Z is on track to account for 40% of all U.S. consumers and 36% of the global workforce by 2020: Gen Z expects instant gratification and access to information and services anywhere, anytime and on-demand.
• Gen Z - generally defined as people born after 1996 - are expected to become the largest consumer segment within a year, when they will account for 32 percent of the global population.
• Millennial attitudes on finances are already starting to shift, and 70% expect their personal finances to improve this year compared to 51% of Gen Xers and 34% of baby boomers.

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Last updated: 19 September 2020