New Delhi, Sept. 1 -- Generation Z, more commonly known as Gen Z are positioned to become the largest and wealthiest generation in history, a recent study for manufacturers and brands, conducted by Nielsen IQ (NIQ) and World Data Lab (WDL) has found.

The report titled 'A Tale of Two Consumers: The polarized mindsets reshaping global consumption Generational spending trends in 2026', stated that the old consumer playbook is breaking. It pointed brands in the direction to understand generational values, identify opportunities and capture spend.

According to the study, Gen Z will be the largest and wealthiest generation in history. "Though still young, this generation has the fastest-growing spending power and is expected to overtake Boome...