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The future consumer is already here, and Gen Z is leading the way.

Emma Grede, serial entrepreneur, and Ali Furman, PwC US Consumer Markets Leader, discuss how Gen Z is influencing consumer behavior today and why brands should pay attention now, not later.

With nearly $2T in purchasing power expected by 2030, this generation is reshaping how brands connect, market, and build loyalty.

At PwC, it’s our people and their perspectives that shape a true culture of belonging. Senior Manager Maple Xu shares how her cultural experiences help her connect people, ideas, and perspectives—with empathy and respect.

“Being part of PACIN gives me a sense of belonging and a space where I can connect with colleagues who have similar journeys while also learning from the diversity within our community. Early on, I was more reserved and focused on adapting, but through PACIN I've gained confidence in sharing my perspectives and building meaningful relationships across the firm that go beyond day-to-day work.”

How has your community helped you grow and connect? We’d love to hear your story.

At PwC, it’s our people and their perspectives that shape a true culture of belonging. Senior Manager Maple Xu shares how her cultural experiences help her connect people, ideas, and perspectives—with empathy and respect.

“Being part of PACIN gives me a sense of belonging and a space where I can connect with colleagues who have similar journeys while also learning from the diversity within our community. Early on, I was more reserved and focused on adapting, but through PACIN I've gained confidence in sharing my perspectives and building meaningful relationships across the firm that go beyond day-to-day work.”

How has your community helped you grow and connect? We’d love to hear your story.

At PwC, it’s our people and their perspectives that shape a true culture of belonging. Senior Manager Maple Xu shares how her cultural experiences help her connect people, ideas, and perspectives—with empathy and respect.

“Being part of PACIN gives me a sense of belonging and a space where I can connect with colleagues who have similar journeys while also learning from the diversity within our community. Early on, I was more reserved and focused on adapting, but through PACIN I've gained confidence in sharing my perspectives and building meaningful relationships across the firm that go beyond day-to-day work.”

How has your community helped you grow and connect? We’d love to hear your story.

At PwC, it’s our people and their perspectives that shape a true culture of belonging. Senior Manager Maple Xu shares how her cultural experiences help her connect people, ideas, and perspectives—with empathy and respect.

“Being part of PACIN gives me a sense of belonging and a space where I can connect with colleagues who have similar journeys while also learning from the diversity within our community. Early on, I was more reserved and focused on adapting, but through PACIN I've gained confidence in sharing my perspectives and building meaningful relationships across the firm that go beyond day-to-day work.”

How has your community helped you grow and connect? We’d love to hear your story.

A new season starts now.

The 2026 schedule is now available in the 49ers app, making it easier to plan for every game.

Built with PwC, the app brings together data, AI, and cloud capabilities to help deliver a more personalized fan experience.

Industrial Products companies are investing big in automation and AI to modernize operations.

Making it work takes more than tech—tax plays a key role in structuring investments and supporting transformation.

Wrapping up an energizing week at #SAPSapphire!

This year’s conversations made one thing clear: AI is reshaping how businesses move faster, innovate smarter and unlock value across the enterprise.

Excited to bring the momentum and new ideas back to our clients alongside @SAP. 🚀

#AI #BusinessTransformation #SAP

At the Consumer Markets Sector Tax Roundtable, one thing was clear: disruption is reshaping how companies create value.

Tax is stepping in as a strategic lever—shaping customer behavior, protecting margin, and enabling growth.

AI conversations at #SAPSapphire are shifting from possibility to practical impact.

Organizations are focusing on the foundations that help AI scale—connected data, cloud ERP and responsible transformation. Looking forward to more conversations throughout the week on what’s next!

What is one piece of advice for founders? Lead by example.

Marguerite Adzick, Founder and CEO of Addison Bay, shares how showing up with consistency and commitment helped shape her team and culture. How you lead sets the tone for everything that follows.

Mother’s Day is blending tradition with a modern twist. Flowers still lead, but self-gifting and experience-driven spending are rising, driven by social media and AI discovery.

Gen Z is driving the shift, planning to spend an average of $922 per person—more than older generations—reflecting a broader mix of purchases across experiences, jewelry, beauty, and other nontraditional gifts. For brands, tradition still matters, but it’s being redefined in real time.

#MothersDay #ConsumerMarkets #GenZ #AIinRetail

Same tax landscape—very different perspectives on AI and modernization.

From our Miami office to the @f1 CRYPTO.COM MIAMI GRAND PRIX 2026, we showed up with our people, culture, and energy for an unforgettable moment.

Proud to be the Official Consulting Partner of @f1 🏁

Being true to who you are enhances the way you lead, connect, and grow.

PwC US Assurance Director, Xinhao Sun, shares what community and belonging means to him.

"Seeing my children grow up and explore their identities has deepened my own connection to our culture and heritage, reminding me the importance of celebrating where we come from and being intentional about honoring and sharing our cultural roots.

I’m grateful that the firm fosters a culture where everyone feels they belong, including through our Inclusion Networks."

Being true to who you are enhances the way you lead, connect, and grow.

PwC US Assurance Director, Xinhao Sun, shares what community and belonging means to him.

"Seeing my children grow up and explore their identities has deepened my own connection to our culture and heritage, reminding me the importance of celebrating where we come from and being intentional about honoring and sharing our cultural roots.

I’m grateful that the firm fosters a culture where everyone feels they belong, including through our Inclusion Networks."

Being true to who you are enhances the way you lead, connect, and grow.

PwC US Assurance Director, Xinhao Sun, shares what community and belonging means to him.

"Seeing my children grow up and explore their identities has deepened my own connection to our culture and heritage, reminding me the importance of celebrating where we come from and being intentional about honoring and sharing our cultural roots.

I’m grateful that the firm fosters a culture where everyone feels they belong, including through our Inclusion Networks."

Being true to who you are enhances the way you lead, connect, and grow.

PwC US Assurance Director, Xinhao Sun, shares what community and belonging means to him.

"Seeing my children grow up and explore their identities has deepened my own connection to our culture and heritage, reminding me the importance of celebrating where we come from and being intentional about honoring and sharing our cultural roots.

I’m grateful that the firm fosters a culture where everyone feels they belong, including through our Inclusion Networks."