This demographics’ clout is growing and marketers need to pay attention now

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 06, 2021, 5:52 PM UTC

A recent study published by the Gen Z Planet highlights Gen Z disposable income and its sources.

The study found that Gen Z’s disposable income in 2021 has reached an estimated $360 billion. These young consumers now earn from full-time or part-time employment, discretionary spending money from their parents and the income they generate from viable side hustles – representing a massive opportunity for brand marketers.

The industry is growing, and Gen Z is becoming more influential as more Gen Zers join the workforce every year. This generation is not only savvy savers but also investors. 85% of Gen Z participants said they save between a quarter to half of the money they earn or receive from their parents, with an average of 32% going into savings. 26% of Gen Z are also investing in the stock market, while 14% invest in the stock market and 16% in NFTs.

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