The next growth generation: Winning with Gen Z and Gen Alpha

Gen Z is the first true generation of "digital natives," having grown up with the internet, social media and smartphones. They are known to value authenticity, social impact and self-expression, while being highly pragmatic and prone to anxiety. Representing roughly 26% of the global population, they will command an estimated $33 trillion in earning potential by 2030.

Their younger counterparts, Gen Alpha, already wield considerable economic influence, with millennial parents who often prioritize their children’s input on spending decisions, ranging from what’s on the dinner table to where to travel. This first generation of AI natives, who are growing up possessed of agency and information at their fingertips, account for approximately 23% of the global population, with projected economic influence reaching $5.5 trillion by 2029, exceeding the purchasing power of Gen Z and millennials combined.

Influence no longer solely flows from institutions to consumers; it is increasingly built from the ground up through creators, communities, and peer networks. Creator-led channels now generate more advertising revenue than legacy broadcasters, and brands increasingly take cultural direction from – and even collaborating with – young creators on platforms like TikTok, Twitch and YouTube.

To help brands understand where influence is forming next, this paper identifies six youth-powered forces that are reshaping culture, commerce and values. These forces include fandoms that reshape identity, creators who outpace institutions, realities remixed daily, and impact reframed through personal agency. Brands that design the future together with youth will be well poised for growth.