The Dark Horse of Consumer Spending: Is Retail Paying Attention?

The Dark Horse of Consumer Spending Retail is obsessed with the next consumer. What does Gen Z want? How will younger shoppers change stores? Which brands, experiences, and trends will win their attention? But while everyone looks ahead, retail may be overlooking one of the most powerful consumers in the market right now. Gen X accounted for $15.2 trillion in global consumer spending in 2025 -…