Gen Z is set to become the highest-spending generation in history by 2030, transforming global markets with digital habits and values-driven buying choices.

Additionally, Gen Z drinkers are more likely to drink in bars, restaurants or clubs than other adult drinkers. Almost half of Gen Z drinkers reported that a trade venue was their last drinking ...

While Gen Z grapples with navigating their own lives in the midst of global chaos, many remain optimistic and have chosen to ...

This generation is so unserious. I love it,” one person wrote. “This generation is only afraid of pregnancy,” another joked.