The 40-year-old millennial and the 24-year-old Gen Zer are in charge of America right now
, who turns 40 this year, has the most spending power. They've mostly recovered from a decade-long struggle following the 2008 financial crisis, and they're spending on the biggest purchase of their lives: houses. , who turns 24 this year, has more sway in consumer behavior. A decade before they replace millennials as the largest spenders, they're already seen as tastemakers, a role every generation takes on during this life stage.
Everything from your buying choices to your lifestyle choices are likely being shaped by the oldest members of these generations. The 40-year-old millennial has spending power
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