Sep 11, 2025 - News
Gen Z, mapped
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Gen Z ā people ages 12 to 27 ā made up 22.7% of Texas' population in 2024, according to U.S. Census Bureau data.
Why it matters: Gen Z's rising wealth and spending levels are set to strongly influence the global economy, even as high costs and a tougher job market create financial strain, according to a recent Bank of America Institute analysis.
Between the lines: Businesses are already fighting for their wallets.
- Gen Z spends big, especially on retail and beauty, and it is more likely than older generations to try new brands, says Ellyn Briggs, senior brands analyst at Morning Consult.