Economic Trends by Generation: Why Gen Z is Prioritizing ‘Business Formation’ over Family

Eddie Yoon argues Consumer Sentiment data negativity is due to Gen Z, who are realizing “that they’re on their own.” He thinks the cohort is becoming more entrepreneurial as the working world is reshaped. He forecasts that Gen Z will prioritize “business formation over family formation” as average wedding ages rise, the birth rate slows, and housing remains unaffordable. He explains how this is impacting goods from minivans to children’s clothing to jewelry.

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