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.