BlogsGen Z: The $74 Trillion Question Your Brand Needs to Answer
With global income projected to reach $36 trillion by 2030 and soaring to an incredible $74 trillion by 2040, gen z is on track to become one of the wealthiest generations in history.
Their spending patterns differ significantly from past generations. Gen z prioritises meaningful experiences, travel, entertainment, and strongly aligns purchases with personal values such as sustainability and social justice.
7th April 2025
Key insights about Gen Z
- Projected global income: $36 trillion by 2030, growing to $74 trillion by 2040.
- Spend nearly twice their savings, driven by lifestyle choices and rising living costs.
- Experience-focused, significantly increasing expenditure on travel and entertainment.
- Over 40% actively invest in cryptocurrencies and digital assets.
- 90% are concerned about financial stability and inflation.
- Five times more likely to use digital payment tools like Venmo.
This wealth surge primarily results from gen z entering their prime earning years, combined with significant intergenerational wealth transfers from Baby Boomers and Gen X.
Their advanced digital literacy, entrepreneurial mindset, and adaptability position them to rapidly accumulate wealth in innovative sectors such as technology, finance, and creative industries.
The Challenge
Legacy financial brands know the potential of gen z, and they’ve thrown big budgets at slick apps and mobile solutions. But here’s the problem: it’s still not landing. Gen z just isn’t feeling it.
It’s not about looking cool or having the flashiest tech. It’s about being real and actually connecting with how gen z thinks and feels. Embracing a profound cultural shift and genuinely connecting with gen z's mindset.
To read the full article, visit Little Black Book.
