Just when marketers were beginning to understand Millennials, a whole new set of consumers is gaining increased buying power. For over a decade, Generation Z has been driving the consumption patterns of their mostly-Xer parents. But now, they are becoming autonomous decision makers. How do the behaviors and tastes of Gen Z differ from those of Boomers, Xers, and Millennials? Which categories will Gen Z affect most in the coming decade? What threats and opportunities will these new consumers create? We’ll show you.
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