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.

• 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.
• This year, Gen Z will reach 61 million individuals and become the US's largest generation.
• Gen Z are currently aged between 4 and 24 years and according to an Accenture report on the future of payments, Gen Z will make up 40 percent of all US consumers by 2020.
• Mexico's large youth population - By 2025, more than 45 percent of the population will comprise millennials and Gen Z.
• Expect Gen Z, with its focus on quality and authenticity, to hold businesses to a higher standard of accountability in coming years.
• Ecommerce will be a huge topic for digital advertisers, particularly via Amazon, which is leading the way, with revenues expected to double this year.
• Facebook's privacy crises are benefiting Amazon, which could experience twice as much ad spend from US advertisers in the next two years and boost its share of overall digital ad investment market share by 2020 to 12%.
• 66% of financial decision-makers feel that technology giants such as Google and Amazon will offer retail banking services in the UK in five years because of Open Banking.
• Amazon could double its ad revenue among top US ad buyers in the next two years, giving it 12 percent of total digital ad spending in 2020.
• While Amazon's now $5bn - plus a year ad business demonstrates the growing willingness of many brands to put aside concerns they might have about Amazon, the possibility of the company becoming the dominant digital sampling player might give some pause.
• More companies are predicted to use Blockchain in 2019 as major technology giants, like Amazon, develop their very own Blockchain platforms.
• Samsung Electronics, Huawei Technologies and possibly Apple are expected to introduce products using the new technology in 2019, but industry executives say they do not expect 5G services to reach critical mass right away.
• This year, Amazon is expected to become the No. 3 seller of digital ads in the U.S., behind only Facebook and Google.
• France will introduce a new tax aimed at major technology companies, including Apple, Google, Amazon, and Facebook, with the digital tax attempting to extract funds from the tech giants while other efforts to reform European tax law are underway.

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Last updated: 15 February 2020