While most of Gen Z isn’t yet in the workforce, they — and their future spending power — have been on brands’ minds for years. According to Hana Ben-Shabat, founder of Gen Z research firm Gen Z Planet, as a demographic, they possess close to $300 billion in direct purchasing power. That includes allowances for the young Gen Zers, but most of the money comes, as one would expect, from the members of the group aged 16 and older. In fact, a lot of things about Gen Z are as one would expect. They shop in stores, like hanging out in malls (perhaps because that’s one of the only places kids have to go) and use their phones in stores and outside of them. Read more at Retail Dive.