Jan 2, 2024 · By Adrian Holliday, Features Writer. January 2, 2024. More than 50 percent of the world’s population is under the age of 30. But raging global inflation means most of Gen Z, born in the late 1990s to late 2010s, can barely afford to pay rent and food bills. However, Gen Z is starting to harness its increasing buying muscle (see Fig 1) and the ...