2026 through the Gen Z lens: The unstoppable rise of a new generation

Each new generation brings with it a promise of change and a distinct way of seeing, working and influencing the world. Prime Minister Narendra Modi’s recent shoutout to India’s 380 million strong Gen Z population, crediting it with driving innovation in areas from space technology to composite materials, only underlines the influence wielded by this cohort. On their part, this band of youngsters— born between 1997 and 2012—has been busy. They have triggered change in governments, upended politics, altered spending patterns and set the standards for work and play across societies worldwide.

In India, consultancy BCG estimates that direct spending by Gen Z was at about $200 billion in 2024. Meanwhile, their “influenced spending” of $660 billion is pegged to surge to $1.4 trillion by 2030 and $2 trillion by 2035. As the New Year beckons, we zoom in on why and how Gen Z’s ability to foster change will grow stronger in the years to come.

ET writers and columnists portray the changes, frame the expectations, and offer a view forward across sectors as seen from the perspective of Gen Z. Because the young, after all,lebook
India’s next big consumer force is here to stay: Why cracking the Gen Z code will shape the next decade
Run, rave, repeat! Wellness turns social for Gen Z
This generation is seeking authenticity in all things great & small

Gen Z stands at the heart of India’s big manufacturing pivot
Lost in translation: Bollywood struggles to speak Gen Z lingo
Zoomer at the centre of entertainment’s next major act
Gen Zs want to be treated as partners, not as vote banks
Swipe, save, invest: Banking on the move, the Zoomer way
Matcha isn’t just a trend, it’s a vibe for Gen Zoomers
Is AI boom overhyped, unreliable? Zoomers question hype bubble
This Gen sets eyes on a green future
Gen Z’s growing influence: How youth are reshaping Indian politics and electoral campaigns
Book is not dead: They’re more alive
No weight & watch approach in Gen Z’s main weightloss plan
Reimagining the link between work, office and employment