2.3 Generations Matter: Who’s Buying What (and Why)

Here’s a quick tour of the major players.

• The Silent Generation (1928–1945)

  • Age in 2025: 80–97

  • Population: Approximately 20 million

  • Spending Power: Estimated at $1.5 trillion annually

  • Why They Matter: While representing a smaller portion of the population, the Silent Generation holds significant wealth and continues to influence markets related to healthcare, luxury goods, and financial services.

• Baby Boomers (1946–1964)

  • Age in 2025: 61–79

  • Population: Approximately 69 million

  • Spending Power: Estimated at $5–6 trillion annually

  • Why They Matter: Boomers control a substantial portion of US wealth and are dominant consumers in sectors like travel, healthcare, and real estate.

• Generation X (1965–1980)

  • Age in 2025: 45–60

  • Population: Approximately 65 million

  • Spending Power: Estimated at $4–5 trillion annually

  • Why They Matter: Gen Xers are in their peak earning years, balancing careers and family life, making them prime targets for financial services, home improvement, and family-oriented products.

• Generation Y/Millennials (1981–1996)

  • Age in 2025: 29–44

  • Population: Approximately 72 million

  • Spending Power: Estimated at $3–4 trillion annually

  • Why They Matter: Millennials are entering their prime spending years, with interests in technology, sustainability, and experiences. They are also poised to benefit from significant wealth transfers from older generations.

• Generation Z (1997–2012)

  • Age in 2025: 13–28

  • Population: Approximately 67 million

  • Spending Power: Estimated at $1.5–2 trillion annually

  • Why They Matter: Gen Z values authenticity, social responsibility, and digital engagement. They are influencing trends across various industries, from fashion to finance.

• Generation Alpha (2013–2025)

  • Age in 2025: 0–12

  • Population: Approximately 48 million

  • Why They Matter: While still children, Gen Alpha is growing up in a digital-first environment, with early brand exposure influencing future purchasing behaviors.

If you want to market effectively, you can’t just think about what people want, you have to think about which people want it, and how their age, values, and experiences shape their buying decisions.