A profound shift in consumer influence is underway. Different generations, shaped by unique life stages and watershed moments, are redefining the retail landscape. Their shifting priorities, values, and purchasing behaviors continue to influence this evolution. Understanding these dynamics is no longer optional — it’s essential for growth.

Circana’s report, “The Aging Arc,” delivers an in-depth analysis of today’s generational dynamics, from Gen Alpha to Baby Boomers. We go beyond demographics to uncover the “why” behind their purchases, providing a clear roadmap for brands to connect authentically and effectively with each cohort.

Highlights from the report:

• The New Power Spenders: Although Baby Boomers and Gen X currently dominate retail spending with a combined 65% share, Millennials are poised to become the wealthiest generation in history as a massive transfer of wealth reshapes the economic landscape. Discover how to capture their growing economic power.

• Generational Buying Personas: Learn why Gen Z buys into Identity, Millennials into Lifestyle, Gen X into Functionality, and Boomers into Comfort. We reveal the top-indexing product categories for each generation, from video games and beauty for Gen Z to home improvement and pet care for Boomers.

• The Alpha Influence: Get ahead of the curve with insights into Gen Alpha, the largest and most digitally-savvy generation ever. Understand their emerging economic impact, already valued at $1 trillion globally, and learn how to connect with them and their Millennial parents.

• Future Forward: Our projections show that by 2030, Gen Z and Millennials will dominate the U.S. population and drive 60% of retail sales growth. However, Boomers will still represent one of the largest generational shares, continuing to hold significant influence in the market. We outline the key trends in technology, social media, and AI that will shape their future purchasing decisions.