Gen Z and Millennial Share of Consumer Spend Grows to 32%, Up 8 Points vs. 2020, Numerator Reports

The past five years have seen large swings in spending share, with younger households driving the gains–Millennials and adult Gen Z now command 32% of spend, an 8-point increase from 2020, while Boomers+ have seen a nearly 10-point drop in the same timeframe. As the generational mix of spending power evolves, so do the expectations that shape how and where consumers engage.