Gen Z’s global spending power is projected to hit about US $12.6 trillion by 2030. It pays to get to know them now.

In the U.S., Gen Alpha (ages ~8‑14) is estimated to directly control about $101 billion annually in spending. They are early adopters and critics: by ages 9‑13, many own luxury items, show strong interest in beauty/skincare, and are involved in choosing household purchases.

Women control about one‑third of all retail financial assets in the U.S. and EU. That share is projected to rise to 40–45% by 2030. Globally, women control ≈ US$60 trillion in AUM.

By 2050, mixed-race will be America’s fastest-growing demographic, but most brands are still designing against checkboxes - missing the consumers who’ve never fit in one.