Gen Z is proving that the tough economic times they inherited isn't stopping them from getting what they want. They have an estimated $150 billion global buying power, and account for 40% of global consumers. While older generations complain that Gen Z workers are "lazy" for not pursuing standard jobs, they are the most optimistic generation when it comes to starting their own businesses with 62% saying they have or plan to start their own businesses. Their comfort level with technology means Gen Z'ers are more likely to start their own tech companies. Social issues are also important to Gen Z, meaning that if a company does not meet obligations to society that they expect, they are more likely to not only change their shopping habits, but in some cases create their own company with the sole purpose of competing with the offending parties.
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