How different are Gen Zers from prior generations? Certain behaviors (easily influenced by peers, shopping with friends in-store, relying on parental support) make them feel quite conventional. Yet the mobile-centeredness, unprecedented diversity, and fresh values of this generation are proving disruptive. The sheer size—and spending power—of Gen Z can’t be overlooked; their oversize influence will force marketers to adapt and prepare to be pushed on values, communication, sustainability, and price.
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