2026 through the Gen Z lens: The unstoppable rise of a new generation

Each new generation brings with it the promise of change and a different way of seeing, working and influencing the world. Prime Minister Narendra Modi’s recent address to India’s 380 million-strong Gen Z population, noting that they are pioneering innovation in fields from space technology to composite materials, only underscores the influence this group has. This young group, born between 1997 and 2012, was quite busy. They triggered change in governments, disrupted politics, altered spending patterns, and set the standards for work and play in societies around the world.

In India, consultancy firm BCG estimates that the direct expenditures of Generation Z will be approximately $200 billion in 2024. Meanwhile, its $660 billion “effective spending” is projected to rise to $1.4 trillion in 2030 and $2 trillion in 2035. As the New Year beckons, we focus on why and how Generation Z’s ability to drive change will strengthen in the coming years.

ET writers and columnists chart the changes, frame expectations and offer a forward-looking cross-industry view from a Gen Z perspective. ‘Cause after all he’s young, lebook
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