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Gen Z’s Economic Impact Soars as Workforce Entry Boosts Spending Power to Over $1 Trillion

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Early research on Generation Z found that while they make up about 25 percent of the U.S. population, their spending power was substantial. But new data shows that as these digital natives are entering the workforce in greater numbers, their spending power is off the charts. According to a new report from Gen Z Planet, the growing number of Gen Z in the workforce combined with wage increases and additional income streams, has pushed Gen Z’s income to be now slightly over $1.1 trillion. “This number is the sum of money Gen Zers between the ages of 16 to 26 generate from full-time or part-time employment (pretax), receive from their parents, or earn from side hustles,” the report’s authors said. Related Articles Government and Trade Impact of New Tariffs on Retail: Textiles and Apparel Sectors Brace for Higher Costs Business Features EXCLUSIVE: Uber and Nuuly Team Up to Make Clothing Rentals Easier for Students “After deducting Federal and State tax obligations on earned income, Gen Z is left with an estimated $950 billion in disposable income — a figure any consumer brand’s product development or marketing teams would be foolish to ignore,” the report stated. The mammoth spending power doesn’t tell the entire story, the report stated. “Gen Zers are far from attaining the financial independence they so desperately seek,” the report noted. “Some still live with and are supported by their parents, even when holding down a secure job. Others struggle with forces that are closely related to their financial future: rising home prices, inflation, or having to repay student loans.” And while all that sounds like a downer, the researchers found Gen Z to be rather optimistic. “Key to this positive outlook is Gen Z’s remarkable entrepreneurial spirit, as evidenced by the large number of participants who told us they have a side hustle, while many others are actively schooling up about personal finances, savings and investing,” the report’s authors said. “So again, to overlook this savvy generation invites a risk that puts your business in peril.” The detailed report breaks down data and income by whether the respondents work full or part time, or receive parental allowances. The report also found that 42 percent of those polled over 18 “confirmed they were still living with their folks. While this figure declines as they age…it’s still significantly higher than what was observed with previous generations when they were at this age.” Regarding the generational cohort’s entrepreneurial spirit, the researchers found that 46 percent of our survey participants reported having a side hustle. “Among those surveyed who are currently in high school or college, the figure stood at 30 percent,” the report stated. “On average, participants claimed to generate $300 a month from their side hustles, [and] a quick extrapolation suggests Gen Zers (16 to 26) have an extra $72 billion at their disposal.” Hana Ben-Shabat, formerly of Kearney, is founder of Gen Z Planet, a research, education and advisory firm.

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