Archive · 1 Sep 2026
Gen Z Poised to Surpass Boomers in Spending by 2029
A new study looked at how different age groups may spend money in the future.
It says Gen Z could become the biggest and richest generation of consumers ever.
Gen Z does not spend as much as older generations yet because many members are still young.
However, more Gen Z people are starting jobs and earning more money.
The study predicts that Gen Z spending could pass Baby Boomer spending by 2029.
Gen Z also changes how families shop, especially through websites, social media, and product reviews.
Gen X is still a very important group for companies today.
Millennials are spending more as they raise households, but many are under financial pressure.
The report says companies should understand each generation’s needs instead of relying on stereotypes.
A NielsenIQ and World Data Lab study projects Gen Z will become the largest and wealthiest generation in history.
Gen Z is expected to overtake Baby Boomer spending by 2029 as more members enter the workforce and advance financially.
Gen Z and Gen Alpha are projected to lead core spending growth, at 4.03% and 4.99%, respectively.
Gen Z currently spends less at the household level but strongly influences online shopping, social media discovery, reviews, and omnichannel behavior.
The report says Gen X offers the strongest near-term opportunity, while Millennials face financial pressure during their highest-spending household years.
- Who
- Generation Z, alongside Millennials, Gen X, Baby Boomers, and Generation Alpha, is examined in a NielsenIQ and World Data Lab study.
- What
- The study projects that Gen Z will become the largest and wealthiest generation and surpass Baby Boomer spending by 2029.
- When
- The report discusses projected generational spending trends in 2026 and forecasts a spending crossover by 2029.
- Where
- The analysis covers global consumers, including high-income and low- and middle-income countries.
- Why
- Gen Z’s spending power is expected to grow as more members enter the workforce, while its digital shopping habits already influence households and brands.
- Study
- A report titled “A Tale of Two Consumers: The polarized mindsets reshaping global consumption Generational spending trends in 2026.”
- Researchers
- NielsenIQ and World Data Lab
- Projected milestone
- Gen Z is expected to overtake Baby Boomer spending by 2029.
- Core spending growth
- Gen Z is projected at 4.03% and Generation Alpha at 4.99%.
- Current Gen Z spending
- Gen Z’s purchase frequency and household-level spending are currently lower than those of older generations.
- Current spending leader
- Gen X remains a dominant spending force, particularly as brands offer value, convenience, reliability, and practical premiumisation.
- Regional difference
- Baby Boomers and Gen X dominate spending in high-income countries, while Millennials lead in low- and middle-income countries, with Gen Z close behind.