Gen Z: ‘Understand Me … Don’t Define Me’

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Nearly half of Gen Zs aren’t old enough to drive a car, yet they are driving global marketing and retail strategies around the world.


It’s no wonder: Gen Z is poised to be the most influential generation in human history. The oldest members of Gen Z are just graduating from college, while its youngest members are still in grade school. Despite that, they account for 20% of all U.S. consumers, with an estimated direct buying power of $143 billion.

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