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Which U.S. Generation Wields the Most Economic Power?

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The Generational Power Index
The Generational Power Index
Introducing our new index, which ranks U.S. generations on their economic, political, and cultural influence.

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Which U.S. Generation Wields the Most Economic Power?

In our inaugural Generational Power Index (GPI) 2021, we’ve ranked generations on how much power and influence they hold in American society.

And when it comes to money and economic power, our research has concluded that Baby Boomers, those between the ages of 57-75, have more influence than Millennials, Gen X, and Gen Z combined.

GenerationEconomic Power Share
Baby Boomers43.4%
Gen X26.1%
Silent17.6%
Millennials9.7%
Gen Z3.3%

These findings may seem intuitive, but what exactly contributes to economic power? To find out, let’s take a closer look at the GPI’s underlying variables.

The Building Blocks of Economic Power

Our starting point was to define the age ranges of each generation:

GenerationAge range (years)Birth year range
The Silent Generation76 and over1928-1945
Baby Boomers57-751946-1964
Gen X41-561965-1980
Millennials25-401981-1996
Gen Z9-241997-2012
Gen Alpha8 and below2013-present

Using these ranges as a framework, we then calculated our four underlying variables of economic power. Here’s what the distribution within each one looked like:

economic power category breakdown

The earnings variable represents the median weekly earnings of full-time workers in the U.S., and was the most evenly distributed of the four variables. Gen Z had the lowest median weekly earnings ($614), while Gen X had the highest ($1,103).

Boomers established a clear lead in the second variable, net worth, which represents each generation’s share of overall U.S. wealth. As it turns out, Boomers hold 53% of all wealth in the country—more than all other generations combined.

The third variable captures each generation’s share of billionaire wealth, and was dominated by Boomers and the Silent Gen. We calculated this variable by starting with the top 1,000 billionaires globally, then filtering for Americans only.

The final variable, business leaders, is based on two underlying metrics: the generational share of both S&P 500 CEOs and small business owners. This enabled us to capture data from two sides of the business spectrum to see who holds power there.

Download the Generational Power Report (.pdf)

The Generational Power Index

Shifting Dynamics in Economic Power

America’s wealth distribution is not stagnant, meaning the balance of economic power shifts with each passing year. Keeping this in mind, here are two of the most compelling trends that we discovered while analyzing data for the GPI report.

1. Younger Generations Show Sluggish Growth

The following chart illustrates each generation’s share of household wealth over time.

GPI Share of US household wealth

It makes sense that Baby Boomers would hold the most wealth of any generation. They have had more time to accumulate assets, and the population of Boomers is roughly three times higher than that of the Silent Generation.

What’s more interesting, however, is the stark difference in wealth trajectories between Boomers and younger generations.

While Boomers entered the workforce in a prosperous post-WWII era, Millennials and Gen Z have either started their careers in the aftermath of the 2008 Financial Crisis, or in the midst of the COVID-19 pandemic.

To put it in perspective, when Baby Boomers were as old as today’s Millennials in 1989, they held 21.3% of U.S. wealth. That’s more than four times higher than what Millennials hold now.

2. Small Business: The 99.9%

America’s small businesses may not have the same scale as global corporations like Apple or Amazon, but they are an incredibly important part of the U.S. economy.

In fact, small businesses make up 99.9% of all U.S. companies, and employ one-third of the nation’s workforce.

Here is who runs small businesses, from a generational perspective:

GPI Share of Small Business Ownership

The 13% share held by Millennials may not sound too impressive, but it is one of the cohort’s strongest areas for economic power.

Looking forward, it seems entrepreneurship will grow into an area of strength for both Millennials and Gen Z, who are 188% more likely to want to create a side business compared to older generations.

Combine this with the fact that e-commerce adoption has been accelerating even faster than expected due to the pandemic, and it’s easy to see how younger, more tech-savvy generations could quickly expand their influence.

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Technology

The World’s Top 50 Influencers Across Social Media Platforms

Which influencers have the most total social media followers? We tally up follower counts across all major platforms, from Twitter to TikTok.

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Most-followed social media influencers across Twitter, Instagram, Facebook, YouTube, TikTok, Twitch

Visualizing the World’s Top 50 Influencers

In the modern digital world, social media reach is power.

The people with the most followers on Twitter, for example, have a massive platform to spread their messages, while those with large, engaged followings on Instagram are an advertiser’s dream sponsor partner.

Social media can also be an equalizer of power. It’s true that many celebrities boast large followings across platforms, but social media has also enabled previously unknown personalities to turn YouTube or TikTok fame into veritable star power and influence.

Who has the biggest reach across the entire social media universe? Instead of looking at who has the most followers on Instagram, Twitter, or other networks, we ranked the most-followed personalities across all major platforms combined.

Who Has the Most Overall Followers on Social Media?

We parsed through hundreds of the most-followed accounts on multiple platforms to narrow down the top influencers across social media as of April 2021.

Sources include trackers of the most followers on Twitter, Instagram, Facebook, YouTube, Twitch, and TikTok, verified directly on site and with social media tracker Socialblade.

The results? A top 50 list of social media influencers consisting of athletes, musicians, politicians, and other personalities.

RankNameCategoryTotal FollowersBiggest Platform
#1Cristiano RonaldoSports517MInstagram
#2Justin BieberMusic455MInstagram
#3Ariana GrandeMusic429MInstagram
#4Selena GomezMusic425MInstagram
#5Taylor SwiftMusic361MInstagram
#6Dwayne JohnsonFilm & TV342MInstagram
#7Katy PerryMusic338MInstagram
#8Kylie JennerOther333MInstagram
#9RihannaMusic332MTwitter
#10Kim KardashianOther319MInstagram
#11Lionel MessiSports298MInstagram
#12NeymarSports283MInstagram
#13ShakiraMusic282MFacebook
#14Jennifer LopezMusic277MInstagram
#15BeyoncéMusic267MInstagram
#16Ellen DeGeneresFilm & TV260MInstagram
#17Miley CyrusMusic235MInstagram
#18Nicki MinajMusic232MInstagram
#19Barack ObamaPolitics221MTwitter
#20Will SmithFilm & TV217MFacebook
#21Kendall JennerOther212MInstagram
#22Demi LovatoMusic211MInstagram
#23Lady GagaMusic210MTwitter
#24Kevin HartFilm & TV201MInstagram
#25Virat KohliSports195MInstagram
#26EminemMusic194MFacebook
#27DrakeMusic192MInstagram
#28Khloé KardashianOther191MInstagram
#29Bruno MarsMusic191MFacebook
#30Chris BrownMusic187MInstagram
#31Vin DieselFilm & TV177MFacebook
#32Narendra ModiPolitics175MTwitter
#33Justin TimberlakeMusic175MTwitter
#34Billie EilishMusic171MInstagram
#35Charli D'AmelioOther169MTikTok
#36Kourtney KardashianOther165MInstagram
#37Cardi BMusic160MInstagram
#38LeBron JamesSports157MInstagram
#39AdeleMusic156MFacebook
#40Priyanka ChopraFilm & TV144MInstagram
#41Germán GarmendiaGaming143MYoutube
#42Wiz KhalifaMusic142MFacebook
#43Felix "PewDiePie" KjellbergGaming141MYoutube
#44Akshay KumarFilm & TV140MInstagram
#45Snoop DoggMusic138MInstagram
#46Deepika PadukoneFilm & TV138MInstagram
#47Britney SpearsMusic137MTwitter
#48Shawn MendesMusic136MInstagram
#49Whindersson Nunes BatistaOther135MInstagram
#50Salman KhanFilm & TV134MFacebook

Unsurprisingly, celebrities reign supreme on social media. As of April 2021, soccer superstar Cristiano Ronaldo was the most-followed person on social media with more than 500 million total followers.

But there are other illuminating highlights, such as the global reach of music. With large and diverse fanbases, artists account for half of the top 50 largest social media followings.

Also notable is the power of Instagram, which was the biggest platform for 67% of the top 50 social media influencers. This includes hard-to-categorize celebrities like the Kardashians and Jenners, which turned reality TV and social media fame into business and media empires.

Download the Generational Power Report (.pdf)

The Generational Power Index

The Most Followers on Twitter, TikTok, and YouTube

However, it’s not only celebrities that dominate social media.

Personalities that started on one social media platform and developed massive followings include TikTok’s most-followed star Charli D’Amelio and YouTubers Germán Garmendia, Felix “PewDiePie” Kjellberg, and Whindersson Nunes Batista.

Politicians were also prominent influencers. Former U.S. President Barack Obama has the most followers on Twitter, and India’s Prime Minister Narendra Modi has more than 175 million followers across social media.

Former U.S. President Donald Trump would have also made the list with more than 140 million followers across social media before being banned from multiple platforms on January 8, 2021.

A Generational Look at Social Media Influence

While older generations have had to adapt to social media platforms, younger generations have grown up alongside them. As a measure of cultural importance, this gives Gen X, Millennials, and Gen Z a rare leg-up on older generations.

Millennials, in particular, hold the lion’s share of spots in this top 50 list:

Generation# of Influencers in GenerationTop Influencer in Generation
Gen Z4Kylie Jenner
Millennial33Cristiano Ronaldo
Gen X10Dwayne (The Rock) Johnson
Baby Boomer3Ellen DeGeneres

The average age of the top 50 influencers was just over 37.

In our Generational Power Index (GPI), which measures the share of power generations hold in various categories, digital platforms were a key area where Millennials derived their power and influence. Overall, Baby Boomers—and to a lesser extent, Gen X—still run the show in most areas of society today.

Social Media Influence, Going Forward

As most fans and advertisers know, not all social media accounts and followings are homogenous.

Many influencers with relatively small followings have more consistent engagement, and are often able to demand high advertising fees as a result.

Conversely, most social media platforms are reckoning with a severe glut of fake accounts or bots that inflate follower counts, impacting everything from celebrities and politicians to personalities and businesses.

Regardless, social media has become a mainstay platform (or soapbox) for today’s cultural influencers. Billions of people turn to social media for news, engagement, recommendations, and entertainment, and new platforms are always on the rise.

Editor’s Note: An earlier version of the data used for this story incorrectly counted Facebook likes instead of followers for some personalities. The content has since been corrected and updated.”

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Technology

Which U.S. Generation Wields the Most Cultural Power?

Visual Capitalist’s first-ever Generational Power Index looks at which U.S. generation holds the most cultural influence in American society.

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cultural power GPI

Which U.S. Generation Wields the Most Cultural Power?

This year, our team put together Visual Capitalist’s inaugural Generational Power Index (GPI), which looks at power dynamics across generations in America.

We considered three categories in our quest to quantify power: economics, political, and cultural. And while it turns out Baby Boomers dominate when it comes to economics and political factors—cultural influence is a different story.

Here’s a look at which U.S. generation holds the most cultural power, and how this power dynamic is expected to shift in the coming years.

Generations and Power, Defined

Before we get started, it’s important to clarify which generations we’ve included in our research, along with their age and birth year ranges.

GenerationAge range (years)Birth year range
The Silent Generation76 and over1928-1945
Baby Boomers57-751946-1964
Gen X41-561965-1980
Millennials25-401981-1996
Gen Z9-241997-2012
Gen Alpha8 and below2013-present

Using these age groups as a framework, we then calculated the Cultural Power category using these distinct equally-weighted variables:

cultural power category breakdown

With this methodology in mind, here’s how the Cultural Power category shakes out, using insights from the GPI.

Share of Cultural Power by Generation

Overall, we found that Gen X captures the largest share of cultural power, at 36%.

GenerationCultural Power Share
The Silent Generation8.8%
Baby Boomers25.1%
Gen X36.0%
Millennials23.9%
Gen Z6.1%
Gen Alpha0.00%
Total99.9%

*Note: figures may not add up to 100% due to rounding.

Gen X is particularly dominant in the film and TV industry, along with news media. For instance, over half of America’s largest news corporations have a Gen Xer as their CEO, and roughly 50% of Oscar winners in 2020 were members of Gen X.

Baby Boomers come in second place, capturing a 25% share of cultural power. They show particular dominance in traditional entertainment like books and art. For example, 42% of the authors on the NYT’s best-selling books list were Baby Boomers.

However, these older generations fall short in one critical category—digital platforms.

The Dominance of Digital

Why is digital so important when it comes to cultural power? Because digital media becoming increasingly more popular than traditional media sources (e.g. TV, radio).

GPI Cultural Power By Generation Supplemental Time Spent on Media

In 2020, Americans spent nearly 8 hours per day consuming digital media, nearly two hours more per day than they spent with traditional media.

This divide is expected to grow even further over the next few years. With younger generations dominating the digital space, Gen X may soon lose its place as the top dog of the culture category.

Celebrity 2.0: The Social Influencer

As audiences flock to online channels, advertisers have followed suit—and they’re willing to spend good money to gain access to their target demographics.

In fact, spend on influencer marketing has steadily increased in the last five years, and it’s expected to reach $13.8 billion by the end of 2021.

GPI Cultural Power By Generation Supplemental Influencer Marketing Spend

This shift to social media advertising is redefining the notion of celebrity, and who reaps the financial benefits of content creation. For instance, six-year-old Vlogger Like Nastya made an estimated $7.7 million per month from her YouTube channel in 2020. And keep in mind, this estimate is purely based on YouTube revenue—it doesn’t even include corporate partnerships and/or merchandise sales.

With all these shifts occurring, culture as we know it is at a crossroads. And as we continue to move towards a digital dominant society, those who hold power in traditional realms will either adapt or pass along the torch.

Download the Generational Power Report (.pdf)

The Generational Power Index

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