2021年美国世代力量指数报告（英）

GENERATIONALPOWERINDEXGENERATIONALPOWERINDEXVISUALCAPITACONTENTSAPPENDIX33SUMMARYTHEBABYBOOMERS(born1946-1964),thewealthiestandmostTHEBABYBOOMERS(born1946-1964),thewealthiestandmostinfluentialgenerationontheplanet,currentlycontrol$64.7trillion1(53%)ofU.S.wealth,themajorityofpositionsinfederalandstategovernments,andnearlythree-quartersofS&P500companies.Andduringtheirreign,thisgenerationhasplayedapivotalroleinshapingthegovernmentalandfinancialsystemsthatguidetherestofsociety.Thatsaid,40%2ofBoomershavealreadyretired,andeveryyear,millionsmoreareleavingthelaborforce.AstheremainingBoomersshiifocustotheirgoldenyears,theywillstartpassingdowntheirwealth,economicandpoliticalpower,andculturalinfluencetopeopleinyoungergenerations.Thestakesarehighandthepassingofthetorchisinevitable,buttherearestillmanyquestionstobeansweredonhowandwhenexactlythepowervacuumleibyBoomersmaybefilled.WillGenerationX(born1965-1980),nowinitsprimeearningyears,takethereinsofpowertoreshapesocietyinawaythatsuitsthe“MTVGeneration”?Orwillthetech-savvyMillennials(born1981-19963)—themostpopulousgenerationinAmericaandthechildrenofBoomers—leapfrogthemthankstotheirsuperiorityinnumbers?“Astimeandspaceare”bentbygravity,sotooistruthbentbypower.Editor-in-ChiefandFounder,VisualCapitalistOnbehalfoftheVisualCapitalistteam,Inthisnewannualreport,wehighlightthefindingsofourinauguralGenerationalPowerIndex(GPI),ana¡empttoquantifyhowmuchinfluenceoversocietyisheldbyeachgeneration,aswellasinthespecificrealmsofeconomic,political,andculturalpower.Whileit’sstillearlydaysintrulyunderstandingtheconsequencesofthegenerationalpowershiithatisripplingthroughoutsociety,webelievetheGPIcanserveasadata-drivenstartingplacetohelpsetausefulcontextforeverynewGenZTikTokinfluencer,theelectionofthefirstGenXPresidentoftheUnitedStates,oreverynewMillennialbillionairethatemerges.APPENDIXCOMING1AsofQ42020.Source:FederalReserve.2PewR3ThereissomedebateonstartandendyearsofMillennials,aswellasothergenerations.Inthisreport,weusethemostcommonlyaccepteddefinitionforeachgeneration.EXECUTIVESUMMARYHighlightsofthe2021GPIAPPENDIX#1powerfulgeneration,witha30.4%shareofEXECUTIVESUMMARYHighlightsofthe2021GPIAPPENDIX#1powerfulgeneration,witha30.4%shareofOverallPower#2#343.4%Eachgenerationisshapedbyitsownuniquehistoricalcontextandculturalexperiences,creatingasharedperspectiveabouttheworldthatisdifferentfromtheirelders.Therefore,itshouldn’tsurpriseuswhenanygivengenerationtakestheopportunitytoshapethesocietyaroundthem,bendingbothpoliticalandeconomicstructurestoalignwiththeirvalues.IntheinauguraleditionofourGenerationalPowerIndex(GPI),weaimtoaccuratelybreakdownthelandscapeofgenerationalpowerinthecurrentmoment.Todothis,wequantifypowerintheU.S.usingthreekeycategories:ECONOMICAllthreecategoriesarecombinedtogethertocreateourflagshipmetric:OverallPower.Inthefollowingpages,we’lldiveintothemetricsandvariablesthatmakeuptheindex,andperhapsmoreimportantly,we’llstarttounravelthecaptivatingstoriesthatareemergingattheforefrontofthetransitionofgenerationalpower.Notonlywillthissnapshotofpowerandinfluencetellyouwhohaspowerandhowtheywieldit,butitalsosetsthestageforthebigdecisionsthatwilldefinethefuturedirectionofsociety,asthispowershibecomesmorecomplete.4ThisreportfocusesexclusivelyontheU.S.,butsimilarpowerdynamicsareinplaceinmanyWesterncountries.Weexpecttobuildregionalspotlights(i.e.Canada,Europe,etc.)intofutureeditionsofthereport.Themostpowerfulgeneration,witha38.6%shareofOverallPower38.6%GENX30.4%Ranked3rdinCulturalPower,and4thinbothEconomicandPoliticalPowerGENZgenerationfeaturedinthisreportstillhasmorePowerthanMillennialsandGenZcombinedothergenerationscombinedcategoriesofpowerwitha36.0%share36.0HadhighestshareofpowerinourDigitalPlatfTheyoungestgenerationfeaturedinthisreportrankslastineverypowercategory,butthisistobeexpectedgiventheiragerange(9-24yearsold)19641928198019962012Bornbetween:1965194619641928198019962012Bornbetween:19651946APPENDIXINTRODUCTIONTOTHEGENERATIONALThereareconceptsthatareeasytoobserve,buthardtomeasure.Forexample,humans,intheirquesttocategorizeandcodifytheworld,largelyagreeontheideaof“generations”.Sharedexperiencesanddemographicshiisadduptonoteworthysimilaritieswithincohortsofthepopulation.TheBabyBoomerswereaparticularlyeasygenerationtoidentify.Thepostwarerawasastrongunifyingforceandthesheernumbersofnewhumanswasacleardemographicevent.Ofcourse,measuringtheboundariesofthesegenerationsisatrickybusiness.Overtheyears,competingideashaveenteredthepublicconversation,andacademicshavelandedonagebracketsthatarenowwidelycited.Belowaretheagerangesofgenerations,andtheirdistributionwithinthecurrentpopulationoftheUnitedStates.心BABYBOOMERSSILENTGENGENX◆MILLENNIALS◆GENZThenewestgenerationtoenterthefray,theoldestamongGenAlphawillbe8yearsoldin2021.Withinthenextdecade,they’llbeginvoting,enteringtheworkforce,andaresettobethemostdigitally-savvyyet.ALPHA8.4%%ofU.S.PopulationSource:Brookings1930195019401980199019602010202019301950194019801990196020102020200048Seepages28-30foradetailedoverviewofthemethodology.548Seepages28-30foradetailedoverviewofthemethodology.5APPENDIXAnothereasytoobserve,Anothereasytoobserve,buthardtomeasureconceptispower.TheabilitytoinfluenceothersandshapeeventsisasoldasTheabilitytoinfluenceothersandshapeeventsisasoldashumanityitself,butassocietybecomesmorecomplex,sodomanifestationsofpower.Ofcourse,time-honoredpositionsofpowerstillendureinthe21stcentury.JudgesandCEOsstillcommandrespectandwieldgreatinfluenceoversociety.Moviestarsandauthorsarestillverymuchapartoftheconversation.Thatsaid,technology–thegreatdisruptor–isnowaddingnewelementsintothemix.Smartphonesallownearlyanyonetospeakdirectlytobillionsofpeople.Decentralizedfinanceisre-shapingtraditionalsystemsDecentralizedfinanceisre-shapingtraditionalsystemsofwealth.Withthisincreasingcomplexityinmind,weexaminedthebroadestrangeoffactorspossible,andnarroweddowntothreedistinctcategories:Forexample,theEconomicPowercategoryisconstructedfromfivedistinctfactors.TheOverallPowerscoreiscreatedbycombiningthethreepowercategories.NumberofvariablesPOLITICSCULTUREECONOMICPOLITICSCULTUREPOWERINFLECTIONPOINTPOWERINFLECTIONPOINTAPPENDIXGENERATIONALWhat’ssoWhat’ssoimportantaboutmeasuringgenerationalpower?Asnewergenerationsmoveintopositionsofpower,theybegintoshapesocietysoitconformstotheirunique,collectiveworldview.Therefore,knowingwhichgenerationisleadingthepackgivesusabe甘erunderstandingofwheresocietyisheaded,andwhatwecanexpectforthenearfuture.Weknowanindexlikethiswillneverbeperfect,butwe’reconfidentthattheGenerationalPowerIndexisapowerfultoolthatprovidesinsightintointer-generationalpowerdynamics,andhowtheyevolveovertime.OVERTIMESILENTGENBABYBOOMERSGENXMILLENNIALSGENZGGENERATION’S＋TIMEBIRTHDEATHTIMEBIRTHGENERATIONALPOWERINDEX/7BabyBoomersnamedtheassassinationofJFKasthesecondmostBabyBoomersnamedtheassassinationofJFKasthesecondmosthistoricmomenttohappenintheirlifetime.APPENDIXCOHORTCOHORTMillennialsandGenXnamedthe electionof PresidentObamaasthesecondmosthistoricmomentto happenintheirlifetimesofar.GENERATIONXMILLENNIALSGENERATIONZ19401950196019701980EverygenerationpriortoGenZnamedSept.11asthe mosthistoriceventthatoccurredintheirlifetime.Source:PEWResearch199020102000199020102020GENERATIONALPOWERINDEXGENERATIONALPOWERINDEXAPPENDIXOVERALLPOWER3.7%GENZ14.5%30.4%GENX38.6%BABYBOOMERS6.1%3.3%1.6%GENZ＋12.8%SILENTGEN#5#1BABYBOOMERS43.4%47.4%25.1%#2GENX26.2%29.0%36.0%#3MILLENNIAOVERALLPOWER3.7%GENZ14.5%30.4%GENX38.6%BABYBOOMERS6.1%3.3%1.6%GENZ＋12.8%SILENTGEN#5#1BABYBOOMERS43.4%47.4%25.1%#2GENX26.2%29.0%36.0%#3MILLENNIALS9.6%10.0%23.9%#4SILENTGEN17.6%12.1%8.8%APPENDIXMILLENNIALSOverallPoweriscalculatedbycombiningdatafromallthreecategorieswecoverinthisreport:Economic,Political,andCulturalPower.With38.6%ofOverallPower,theBabyBoomersarethemostinfluentialcohort.GenZcomesinlastplacewith3.7%ofOverallPower,thoughthisistobeexpectedgiventhattheyare9-24yearsoldin2021.Withinthethreedistinctcategories,BabyBoomersareagaintheheavyweightswiththemostEconomicandPoliticalPower.However,GenXemergesasthemostpowerfulgenerationintheculturalsphere.BreakdownofpowerbygenerationOVERALLRANKOVERALLRANKGENERATIONPOLITICALPOWERCULTURALPOWER●POWERNote:Percentagesmaynottotal100ECONOMICPOWERPOLITICALPOWERCULTURALPOWEROVERSIZEDPOWERIncomparisonECONOMICPOWERPOLITICALPOWERCULTURALPOWEROVERSIZEDPOWERIncomparisontotheirpopulationweighting,mostgenerationshavedisproportionatelyhigherpowerincertainvariablesthatwemeasuredforthisreport.＋SILENTGENVariableswherepeopleaged76+punchabovetheirweight:BABYBOOMERSVariableswherepeopleaged57–75punchabovetheirweight:GENXVariableswherepeopleaged41–56punchabovetheirweight:MILLENNIALSVariableswherepeopleaged25–40punchabovetheirweight:GENZVariableswherepeopleaged9–24punchabovetheirweight:APPENDIXECONOMICECONOMICECONOMICPOWERINTECONOMICPOWERINTRODUCTIONGenerationXhasmanagedtocarveoutsomepowerfromdominantBabyBoomers,butyoungergenerationsfaceanuphillclimb.APPENDIX3.3%GENZ9.6%MILLENNIALSSILENTAPPENDIX3.3%GENZ9.6%MILLENNIALSSILENTGEN26.2%GENX43.4%BABYBOOMERS17.6%BabyBoomerscurrentlyholdthemostEconomicPower–morethanMillennials,GenX,andGenZcombined.ECONOMICPOWERECONOMICEconomicEconomicvariablesbygeneration16%53%27%5%NETWORTH22%22%23%20%13%MEDIANEARNINGS32%BILLIONAIREBUSINESSLEADERSMorethanhalfofbusinessleadersareBabyBoomers.36%42%19%Note:Percentagesmaynottotal100duetorounding.APPENDIXAPPENDIXECONOMICPOWERNOPIEFORYOUShareofU.S.householdwealth100%75%50%25%1989199520002005201020152019YoungergenerationsfaceanuphillclimbBorninapost-WWIIera,BabyBoomerslivedtheirworkingyearsinarelativelyprosperouseconomy.Incontrast,manyMillennialshavestartedtheircareersintheaiermathofthe2008FinancialCrisis.Today,MillennialsandGenZfaceaslewoffinancialchallenges,withrisingdebtchiefamongthem.TotalTotalaveragedebtbygeneration%changeintotalaveragedebt,2019-2020-4.6%SILENTGEN+0.3%BABYBOOMERS+11.5%MILLENNIALS+67.2%GENZ+3.5%GENXOverthecourseoftheCOVID-19pandemic,GenZunemploymentratesweretwotimesgreaterthanoldergenerations.Source:Experian,U.S.FederalReserve,OECD BABYBOOMERGEN BABYBOOMERGENXAPPENDIXMARKZUCKERBERG,36YOMILLENNIALAsfatewouldhaveit,twowell-knownleadersbookendtheS&P500CEOagespectrum:MarkZuckerbergandWarrenBuffe甘.Atthetenderageof23,Zuckerbergbecametheyoungestself-madebillionaireinhistoryin2007,lessthanthreeyearsaierFacebook’slaunch.14yearslater,heisstilltheS&P500’syoungestCEO.WarrenBuffe甘,meanwhile,hashadarewardingcareerspanningsevendecades.Buffe甘madehisfirstbillionatage56in1986.Hisdepthandbreadthoffinancialmarketknowledgeiswhyhe’sstillconsideredoneofthemostpowerfulandinfluentialinvestorsoutthere.Source:BloombergBillionairesIndex.ECONOMICPOWERSTAYINGPOWERTheoutliersMarkZuckerbergv.WarrenBuffetTheoutliersMarkZuckerbergv.WarrenBuffetTotalnetworthworkforceatafortuitoustime,buttheyalsoredefinedwhatitmeanstowork,stretchingtheirtenureswellbeyondpreviousgenerations.$101BWARRENBUFFETT,90YOSILENTGENAsaresult,GenXisbeingleioutoftheWARRENBUFFETT,90YOSILENTGENfornow.AverageAveragebirthyearofincomingCEO19681966196419621960195819561954195219502009Source:CristKolderVolatilityReport,Boundless200520072019201320152017ECONOMICPOWERINTECONOMICPOWERINTRODUCTIONSMALLBUSINESS,BIGPOWERSmallbusinessesemployaroundone-thirdoftheU.S.workforce,andmakeup99.9%ofallfirmsinthecountry.Smallbusinessownersdon’toperateatthescaleof,say,AppleorAmazon,yettheystillwieldagreatdealofinfluenceintheircommunities.WhileBoomersdominateatthethatleadsinthesmallbusinessS&P500level,it’sGenXcategory.Smallbusinessleaders,bygeneration13%46%13%46%GENXMILLENNIALSBABYBOOMERSNote:Percentagesmaynottotal100duetorounding.1%GENZTheTheeraofthesidehustle37%ofAmericanshavea‘sidehustle’tomakeendsmeet.Youngergenerationsstillmakeupasmallportionofsmallbusinessowners,butthatdoesn’tmeantheyareanylessentrepreneurial.MillennialsandGenZersare188%morelikelytohavetheaimofcreatingasidebusiness,comparedtoBoomersandSilentGen.Source:Bankrate,Salesforce,SmallBusinessAdministration,Deloi竣eECONOMICPOWERINTECONOMICPOWERINTRODUCTIONWEALTHOverthenextthreedecades,economistsareanticipatingahistoricallysignificantshi忙inAmerica’swealthdistribution.KnownastheGreatWealthTransfer,Millennialscouldinheritasmuchas$68trillionfromtheirBabyBoomerparents,currentlyaged57to75.Thereisalayerofuncertaintysurroundingthisnumber,giventhatalargeshareofBoomers’wealthistiedtoinvestmentsorhomes.Futurestockmarketperformance,aswellastaxandestatelaws,arelikelytoinfluencetheamountofwealthMillennialsactuallyinherit.Equities&mutualfundsharesbygeneration,USDAsofQ42020Financialassetsrepresentnearly30%ofBoomers'collectivenetworth.$73.0BMILLENNIALS$18.4TBABYBOOMERSAsBoomersageandbeginneedingretirementincome,theseassetscouldbedrawndownsignificantly.$8.4T$8.4TGENX$6.0TSILENTGENSource:FederalReserveSource:FederalReservePOLITICALPOLITICALINTRODUCTIONBabyBoomersarestilltheclearleadersinthepoliticalarena,butpowerdynamicsarebeginningtoshi什.APPENDIX10.0%MILLENNIALS12.1%SILENTGEN29.0%GENAPPENDIX10.0%MILLENNIALS12.1%SILENTGEN29.0%GENX47.4%BABYBOOMERSWhileGenZdoesn'tyethaveafootholdinpolitics,they1.6%GENZwillwillsoonformasizablesliceoftheelectorate.POWERPoliticalPoliticalvariablesbygenerationVOTERDISTRIBUTIONGenZersmakeup8%oftotalvoters39%POLITICALSPENDINGBoomersandtheSilentGencontrolthepursestringsfornearly80%ofpoliticalspending59%FEDERALPOSITIONS68%STATEPOSITIONS46%LOCALPOSITIONSGenXhold46%oflocalgovernmentpositions26%39%38%32%32%24%24%18%14%8%3%3%4%2%5%Note:Percentagesmaynottotal100duetorounding.APPENDIXAPPENDIXINTRODUCTIONTHEEVOLVINGELECTORATEAllU.S.voters,currentandprojectedThefaceoftheU.S.voterisskewingeveryounger.Youngergenerationshaveverydifferentperceptionsoneverythingfromcannabistoclimatechange,andthatisstartingtobereflectedinlegislation.2016wasthelastelectionthatBabyBoomersmadeupoverathirdoftotalU.S.voters,andcollectively,theirvotingpowerwillnowdeclinefromhereon.Source:CenterforAmericanProgress100%75%50%25%0%201620202024P2028P2032P2036P18%GENZ2418%GENZ24%GENZ8%GENZ24%MILLENNIALS29%GENZ23%2%GENZGENZMILLENNIALSTheoldestmembersof24%MILLENNIALSGenAlpha24%MILLENNIALS2013andlater)willbeeligibletovotein2031.25%MILLENNIALS26%26%GENX26%MILLENNIALS26%26%GENXMILLENNIA26%GENX26%GENXMillennialandGen26%GENX25%GENXcombinedvotingpowerwillskyrocketfrom32%in2020upto55%25%GENX2424%GENXBABYBOOMERS32%BABYBOOMERSBABYBOOMERS32%BABYBOOMERS29%BABYBOOMERS27%BABYBOOMERS24%BABABYBOOMERSBABYBOOMERS15%11%SILENTGEN11%SILENTGEN3%SILENTGEN3%SILENTGEN8%5%SILENTGENS5%SILENTGENNote:Percentagesmaynottotal100duetorounding.APPENDIX1MILLENNIALS◆＋SILENTAPPENDIX1MILLENNIALS◆＋SILENTGENYoungestSenatorJONOSSOFF(GA),36YO68心BABYBOOMERSSenate20GENXGENERATIONALPOWERINDEX/21INTRODUCTIONTHECOMPOSITIONOFCONGRESSOldestmembersofCongressDIANNEFEINSTEIN(CA),87YOAOldestmembersofCongressDIANNEFEINSTEIN(CA),87YOADONYOUNG(AK),87YOYoungestmemberofCongressAMADISONCAWTHORN(NC),25YOhighestoffices.Evenwithagrowingshareoftheelectoralbase,youngergenerationsstillwieldveryli甘lepoliticalpowerwithingovernmentitself.230心BABYBOOMERSBabyBoomersclaim298outof532totalCongressseats.Thatmeans230心BABYBOOMERSoverhalfofallCongressionalvotingpower,despiteaccountingfor22%oftheU.S.population.144GENX8Ontheflipside,Millennialsarehighlyunderrepresented,holdingonlyGENX8CongressseatsdespitebeingsimilarinpopulationtoBoomers.House＋SILENTGEN31By2022,theoldestmembersofGenZwillturn25,House＋SILENTGEN31requirementtogetelectedtotheHouseofRepresentatives,accordingtotheConstitution.WithGenZ’sentryintotheplayingfield,willthecompositionofCongresschangeinthenextfewyears?Orwillthestatusquoremain?MILLENNIALS◆PopulationPopulationvsCongressPopulation(%)BABYBOOMERSGENXMILLENNIALSSILENTGEN22.0%56.0%Congress(%)Sources:PewResearchCenter,Brookings19.9%31.0%21.8%6.0%7.0%7.6%APPENDIXAPPENDIXINTRODUCTIONHere’sacloserlookateachgeneration’spower,atthestateversusfederallevelofgovernment.Statepowerbreakdown75%50%25%0%SILENTGENBABYBOOMERSGENXMILLENNIALSEXECUTIVEJUDICIAEXECUTIVEJUDICIAL▲Atthestatelevel,thelegislativebranchshowsthemostgenerationaldiversity,withMillennialsaccountingfor13%.Thesechartsshowthegenerationalbreakdowninthreedifferentbranchesofgovernment–executive,legislative,andjudicial.Federalpowerbreakdown75%50%25%0%SILENTGENBABYBOOMERSGENXMILLENNIALSEXECUTIVE▲JUDICIAEXECUTIVE▲JUDICIAL▲Federally,theexecutivebranchskewstheyoungest–38%areGenXoryounger.PeteBu甘igiegistheonlyMillennialonthefederalcabinet,andisthefirstopenlyLGBTQ+cabinetmemberinU.S.history.ThedifferentThedifferentbranchesofgovernmentEXECUTIVEe.g.ThePresident'sCabinetandstategovernors,etc.LEGISLATIVEe.g.MembersofHouseofRepresentativesandSenate,etc.JUDICIALe.g.U.S.SupremeCourtJustices,etc.ININTRODUCTIONInthesmartphoneera,thepathwaytoculturalinfluencelooksalotdifferentthanitdidafewdecadesago.6.1%GENZ23.9%MILLENNIALS25.1%BABYBOOMERSGenX6.1%GENZ23.9%MILLENNIALS25.1%BABYBOOMERSGenXdominatestheCulturecategory,withMillennialsgaininggroundinanumberofareas.36.0%GENX8.8%S8.8%SILENTGENPOWERCulturalCulturalvariablesbygeneration2%8%22%47%22%DIGITALPLATFORMS19%55%23%2%FILMANDTV38%BOOKS14%26%24%22%15%SPORTS25%40%30%5%40%CELEBRITY38%MUSICANDRADIO7%29%58%6%PRESSANDNEWSMEDIA28%32%23%33%19%6%3%3%Note:Percentagesmaynottotal100duetorounding.INTINTRODUCTIONINTHEDIGITALAGEGenXrulestheculturalkingdomfornow.Butthisgenerationfallsshortinonecriticalcategory—digital.Digitalmediaisbecominganincreasinglyimportantpartofday-to-daylifeformanyU.S.consumers—in2020,Americansspentalmost8hoursadayontheirconnecteddevices,anhourmorethantheydidin2019.Thisshiifromtraditionaltodigitalmediacouldhavefar-reachingconsequencesonthewaysthatcultureiscultivated.Itcouldtransformthepublicsphere,redefinethenotionofcelebrity,andcompletelyabolishtraditionalgatekeepers,whousedtodecidewhichculturalnarrativeswereworthlisteningto.Withallthesechangessetinmotion,cultureasweknowithasreachedacriticaljuncture.GenX’sdigitalshortcomingscouldcostthemtheirculturaldominanceinthenearfuture.Source:eMarketer,StatistaTimespentperdaywithdigitalvstraditionalmediaintheU.S.500MINSTRADITIONALMEDIA400300DIGITALMEDIA200201220142016201820202022PCurrently,manyofsocialmedia’smostpopularpeoplearealsoconventionalcelebrities.Fromsoccerplayerstopopicons,thesetypesofsocialmediastarsusetheironlineplatformsassupplementalavenuesforself-promotion.Inotherwords,socialmediaisn’ttheirprimarysourceofculturalinfluence.Butothersocialmediaiconshaverisentofameexclusivelythroughtheironlinechannels—peoplelikeSwedishYouTuberPewDiePie,orseven-year-oldvloggerNastya,havegainedonlinetractionsolelythroughself-publishedcontent.Whyisthisimportant?Becauseasconsumersspendmoretimeonsocialmedia,marketersspendmoremoneytryingtograbtheira甘ention.WhethersomeoneisaconventionalcelebrityorYouTubermakesnodifference,solongasthey’reaviablepathwaytoabrand’stargetdemographic.DailytimespentusingsocialmediaGlobalQ32015Q32016Q32017Q32018Q32019Q32020EstimatedinfluencermarketingspendGlobal201620172018201920202021$14B$12B$10B$8B$6B$4B$2B$0SUMMARYBabyBoomersSUMMARYBabyBoomerswieldthemostpowerofanygeneration—fornow.Aswealthispassedontochildren,youngergenerationsmoveintopoliticalpositions,anddigitalmediacontinuestogainground,thepowerdynamicisconstantlyshiiing.WillitbeGenXorMillennialswhoeventuallymoveintothetopspot?APPENDIX30.4%30.4%GENXBABYBOOMERS14.5%MILLENNIALS12.8%SILENTGEN3.7%GENZ38.6%17.6%17.6%43.4%26.2%9.6%3.3%ECONOMICPOWER12.1%47.4%29.0%10.0%1.6%POLITICALPOWER8.8%25.1%36.0%23.9%6.1%CULTURALPOWERTheshareofbycategorypowerNote:Percentagesmaynottotal100duetorounding.ININTRODUCTIONMETHODOLOGYTheVisualCapitalistGenerationalPowerIndex(GPI)isdesignedtomeasuretheamountofinfluenceeachgenerationhasoversociety.Wedividedpowerinto3keycategories:POLITICSCULTUREECONOMICPOLITICSCULTUREToTobuildthegenerationalpowerbreakdownforeachofthesevariables,ourteamcollectedthelatestavailabledataduringMarch-April2021.Allofthedatawegatheredisfrompubliclyavailablesources,suchasgovernmentwebsitesandindustryrankings.Geographically,ourdataisprimarilyU.S.based.Globaldatawasusedformetricswedeterminedtohavecross-borderreach,suchassocialmediainfluencers.ItwasalsousedincertaininstanceswhereU.S.datawasnotavailable.HowwedefinedgenerationsGenerationaldefinitionsarenotuniversal.SinceourreportprimarilyusesU.S.data,weusedthemost-widelycitedWesterndefinitionsusedbyinstitutionssuchasthePewResearchCenterandtheU.S.FederalReserve.However,it’sworthnotingthatotherdefinitionsexist.ThisisparticularlyevidentinEasterncountriesthathavefaceddifferentpolitical,socioeconomic,andculturalevents.METHODOLOGYMETHODOLOGYININTRODUCTIONHowHowwecalculatedpowerAnumberofequally-weightedvariablesfeedintothethreecategoriesofCultural,Political,andEconomicPower.ThepercentageofU.S.votersineachgenerationCourtchiefjusticesforeachstate*Somestatesdonothaveasenatemajorityleader,inwhichcasethesenatepresidentwasusedinstead.Eachofthesefourvariablesmakeup25%ofEconomicPowerinourindexThetopdonorstoU.S.campaigns,aswellastheCEOsofthetoporganizationslobbyingU.S.governmentbyspendingThemembersoftheU.S.Cabinet,HouseandSenatemembers,andU.S.SupremeCourtJusticesTheU.S.mayorsandcitycouncilmembersofthetop25mostpopulatedU.S.citiesTheU.S.governors,Senatemajorit