 And a note on the younger end of the demographics continuum now. The consumer research firm Nielsen IQ is projecting that spending by Gen Zers will blow past spending by baby boomers within five years when the people born between 1997 and 2012 will have the most aggregate money of any of these generations. The report finds Zers, the first digital native generation, has spent more than Xers in an equivalent stage of life. Advertisers are taking note.