Don’t overvalue their love of technology too much. Left to their own devices, today’s 18- to 23-year-olds may devise a shopping experience that transcends digital engagement — and they’ve got $44 billion in spending power to inspire it. That makes the members of Generation Z, the oldest of whom were born in the mid-1990s and the youngest in the early 2000s, difficult to undervalue from a retailer perspective. At more than 74 million members, Gen Z is expected to account for 40% of all U.S. consumers by 2020, according to Adweek. As they grow, their spending likely will as well. Read more at Forbes.