Centennials have already eclipsed Millennials as the global cohort influencing trends and driving industries. Research by Kantar Futures examined the consumer behavior of Centennials. Centennials make up 35 percent of the total global population. The highest concentrations of Centennials are in: Africa, the Middle East, South East Asia, and Latin America.
Despite being young, many Centennials spend their own money. Most spend their own money on clothes and shoes—55 percent of the survey respondents reported doing so. Fifty-two percent of Centennials reported spending their own money on books/music (physical copies) and apps. The third most popular category that Centennials spent on was toys and games, reported by half (50 percent) of respondents. Just under half (48 percent) reported spending on events and outings. Other categories in which Centennials reported spending their own money include: personal care (43 percent), electronic goods (42 percent), eating out (42 percent), digital streaming (37 percent) and sports equipment (31 percent).
Centennials also have great influence when it comes to their family’s spending. The category in which they have the most influence was food and beverages, reported by 77 percent of respondents. The second most popular category in which they have influence was furniture, which 76 percent of Centennials reported. Seventy-three percent said that they heavily influence their family’s spending on household goods, while 66 percent said they influenced their family’s spending on travel. Further, 63 percent of Centennials said they had influence on their family’s spending on eating out. Other key categories in which they expressed having influence include: electronic goods (61 percent), clothes and shoes (60 percent), personal care (55 percent), event and outings (48 percent), and sports equipment (47 percent).