Meet Gen Z on their turf

摘要

After years of everything millennial taking center stage, the focus is shifting to a new generation: Gen Z. Made up of those born between 1996 and 2010, this generation will comprise 33% of the world's population by 2020. While much has been said about the millennial spirit, "millennialism" isn't just about millennials. It is a mindset that drives the expectations of Baby Boomers, Gen X, and millennials alike and even stretches to Gen Z. Age isn't that relevant. Indeed we see enduring trends such as exploration and rediscovery, digital empowerment, convenience, mindfulness, and the desire to live well fueling the consumption of brands that appeal across a broad age spectrum. The question is, what sets Gen Z apart?