The growing importance of this generation is reflected not just in these protests and rallies but also on the internet. Google searches for the Gen Z peaked in 2019. This cohort was born into technology. They are like fish in internet water. So at home are they with social media that it has earned them the stereotype of being tech-addicted, anti-social, or “social justice warriors.” This lot will very soon become pivotal to the future of retail. In fact, many of them are expected to have a sizable spending power by 2026.