Why Gen Z Is Quietly Refusing to Consume

Younger consumers are spending less, but not only because they have less money. A growing share of Gen Z is consciously choosing not to buy, not to upgrade, and not to participate in what used to be considered normal consumption.

This is more than a cyclical dip in demand. It is a structural shift in how value, trust, and identity are formed in a generation that grew up with constant crisis, algorithmic feeds, and near-infinite choice yet limited financial safety nets.