Gen Z’s buying power is astonishing – a report estimates that it has reached almost 0 billion with annual earnings of almost 3 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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