Hear the word “millennial,” and plenty of images spring to mind.
There’s Facebook’s Mark Zuckerberg, in his hoodie, earning his first billion by the age of 23.
There’s Miley Cyrus, preening for the cameras in a flesh-baring act that recalls a Snapchat sexting session.
There’s Lena Dunham, TV’s queen of overshare, spiraling into navel-gazing soliloquies that seem scripted from the therapist’s couch.
They’re brash, they’re narcissistic, they’re entitled. Or so the cliché goes.
But what about “Generation Z,” the generation born after millennials that is emerging as the next big thing for market researchers, cultural observers and trend forecasters?
With the oldest members of this cohort barely out of high school, these tweens and teens of today are primed to become the dominant youth influencers of tomorrow. Flush with billions in spending power, they promise untold riches to marketers who can find the master key to their psyche.
No wonder the race to define, and market to, this demographic juggernaut is on. They are “the next big retail disrupter,” according to Women’s Wear Daily. They have “the weight of saving the world and fixing our past mistakes on their small shoulders,” according to an article on Fast Company’s Co.Exist site by Jeremy Finch, an innovation consultant. Lucie Greene, the worldwide director of the Innovation Group at J. Walter Thompson, calls them “millennials on steroids.”
Continue reading about Gen Z at http://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html?_r=0.