Generation Z (born 1997-2012) represents the first fully digital-native generation, characterized by unprecedented technological connectivity and shaped by economic uncertainty including the 2008 financial crisis and COVID-19 pandemic. Despite facing significant financial constraints such as student debt, housing unaffordability, and inflation, this cohort exhibits paradoxical behaviors: demonstrating pragmatic money management skills and high financial anxiety while simultaneously prioritizing experiential spending, sustainable products, and purpose-driven consumption over traditional wealth accumulation.