Gen Z and Gen X Hold the Keys to Today’s Markets
For decades, consumer trends were largely steered by Boomers and Millennials. Until today. We’re witnessing a profound generational shift. Today, two cohorts are reshaping markets in parallel — often in unexpected ways:
Gen Z (roughly between 18–27)
Gen X (roughly between 45–60)
Two very different generations, but each wielding outsized cultural and economic influence, redefining how — and why — we buy.
First: Why Gen Z matters
Gen Z is more than just the next young demographic.
They’re the first true digital-native generation, raised on hyperconnectivity, climate crisis headlines, polycrisis economics, and algorithms that shape identity as much as they serve content.
Their mindset is radically different:
They value authenticity over polish — sniffing out inauthentic marketing in seconds.
They’re identity-driven shoppers — aligning purchases with values, causes, micro-tribes.
They crave co-creation — preferring brands that invite participation, not just passive consumption.
Gen Z already commands over $360 billion in disposable income globally (source: Bloomberg).
More importantly, they’re cultural amplifiers: what they embrace shapes broader consumer narratives through virality, meme culture, and social movements.
Gen X is still quietly dominant
Amid all the noise about Gen Z, brands often overlook Gen X.
Big mistake.
Gen X controls roughly 31% of global income — more than any other generation (Quelle: McKinsey, 2023).
They’re at their peak earning and spending years, often financing both their children (Gen Z) and aging parents, while also investing in personal fulfillment.
Their mindset:
Skeptical of flashy marketing, but intensely loyal once trust is earned.
More financially resilient and willing to pay premiums for quality, meaning, and time savings.
Increasingly looking for brands that align with a life well-lived, health, legacy, and smart pleasure.
This is why brand strategy today can’t just be about demographics or product funnels.
It’s about understanding the psychology and evolving lifestyle priorities of the very people who drive cultural relevance and economic power.
It means mapping not just what these consumers buy, but how they live, what they fear, and what kind of stories they’re trying to tell about themselves.
Because Gen Z?
They’re the cultural accelerants — pushing aesthetics, values and social codes that influence every generation above them.
And Gen X?
They’re the economic anchors, still funding the bulk of premium purchases and household decisions.
In short:
If your brand strategy doesn’t deeply decode these two cohorts —
if you’re still marketing on outdated assumptions of how people make choices —
you’re not just missing opportunities.
You’re risking your relevance.
Want to explore how this plays out in your category or market?
Always happy to break down where your strategy might need to evolve to stay culturally and commercially aligned. Send me a Mail and let’s talk.
References:
Bloomberg, Gen Z’s $360 Billion Market Power, 2023
McKinsey, Global Consumer Generational Report, 2023
Harvard Business Review, How Gen Z Shops With Purpose, 2022
Gallup, Customer Loyalty in the Age of Emotion, 2021