Gen Z. The original “digital natives.” A generation that has never known life without unlimited digital access. With a perpetual fixation on Millennials, many marketers are overlooking this generation that is unlike any other generation that has come before. They do so at their own peril, as this generation is already showing its tremendous ability to impact consumer marketing.
According to Bloomberg, the Gen Z generation will surpass their predecessors in 2019 and will comprise 32 percent of the global population. Like the Millennials before them, Gen Z has a unique set of characteristics and behaviors that marketers need to understand.
