Shopping Has Become a Statement of Self Afterpay's Spring 2026 report confirms Gen Z and Millennials are not buying products — they are buying identity, community, and meaning. Three archetypes define the moment: The Wellness Junkie, The 2016 Nostalgia Seeker, and The Main Character — each driven by a distinct emotional need. Demographics no longer define the consumer; cultural identity does. For brands, the question has shifted from who is buying to who the buyer is trying t