Generation Z, people born from the mid-1990s to early 2000s, is emerging as the next consumer force. The oldest of the 68 million Americans who are part of Gen Z are now completing their education, entering the workforce, and building wealth. Gen Z’s estimated spending power in the U.S. is as much as $143 billion, with indirect spending power of $600 billion. Just as when millennials became a predominant consumer force and ignited changes throughout the industry, ISVs and VARs will see changes triggered by the rise of Gen Z.
