Generation Z, born after 1996, represents the next generation of banking consumers. This generational cohort was born in the internet age and are true digital natives who have never known a world without smartphones. Gen Z currently numbers over 67 million people and represents approximately 20% of the U.S. population. The oldest of Gen Z are now entering young adulthood and beginning to start their financial journey. These facts highlight the significant marketing opportunity Gen Z represents for credit unions. Business Insider found that Gen Z wields purchasing power of more than $143 billion, and Boston Consulting Group projects Gen Z's spending power to increase by more than 70% in the next five years.