When it comes to future consumers, most businessesthink of Gen Z, and a lot of research is focused on thisgroup. However, will the future consumer market reallybe dominated by this generation? How should we viewthe other generations? After asking a series of searchingquestion, we have arrived at a new answer: Firstly, theopportunities presented by generations other than Gen Zcannot be ignored. Generations X and Y are the twinengines of the consumer market in terms of both sizeand purchasing power. Secondly, generations are dynam-ic concepts, and certain underlying generational charac-teristics will remain constant across age and life stages a phenomenon that will continue to incubate nichemarkets. Finally, various sub-groups are gradually emerging within each generation, creating highly divergentconsumer demands. Now and over the long term, businesses must both grasp the overall generational trendsand dive deep to uncover the underlying opportunitiesthat changing generational pattern
