Gen Z: Diverse from previous generations and diverse within

Offers advice on how to connect with Gen Z – a disparate demographic, with a multitude of opinions and traits, sometimes unexpected, sometimes contradictory.

Everybody’s talking about a new generation. Often referred to as Generation Z (or Gen Z), it’s a catch-all term for those born since the mid-1990’s (exact dates vary depending on the source).

They follow millennials, the previous generation of youth which was subjected to countless stereotypes and over-generalisations attempting to summarise a broad cohort. Marketers should be mindful to not let history repeat itself when we come to targe

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