Dara A. Busch

Stay informed with Dara A. Busch’s coverage and analysis for Fortune.

  • Pedestrians and shoppers in the SoHo neighborhood of New York, US, on Sunday, Feb. 26, 2023. Spending by the youngest group of US adults has been turbocharged by two once-in-a-generation drivers over the past year: decades-high inflation and a tight job market that has propelled strong wage growth, especially at entry levels. Photographer: Gabby Jones/Bloomberg via Getty ImagesCommentary

    Data shows Gen Zers are finally ready to spend more–but it’s getting harder to sell them anything

    By