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Fast Company has a terrific piece about Generation Z - the oldest of this group is just 18 - and what we need to know about them.

The story says:

"While generational research is an inherently messy process—older generations study 'the kids' to figure them out—much of the recent research is awash in normative preconceptions, biases, and stereotypes. Gen Z deserves a fairer shake, and the rest of us need a more nuanced conversation: This group makes up a quarter of the U.S. population and by 2020 will account for 40% of all consumers. Understanding them will be critical to companies wanting to succeed in the next decade and beyond."

This generation, Fast Company writes, has "grown up in a world where their options are limitless but their time is not. As such, Gen Z have adapted to quickly sorting through and assessing enormous amounts of information. Online, they rely heavily on trending pages within apps to collect the most popular recent content. They also turn to trusted curators, such as Phil DeFranco and Bethany Mota, to locate the most relevant information and entertainment. These tools help Gen Z shrink their potential option set down to a more manageable size."

It is really worth reading this story here, because it makes the ultimate point that it is "critical that we recognize Gen Z’s differences and meet them where they are, rather than where we want them to be. Without empathy and understanding, brands risk being filtered into obscurity. As writer Logan Pearsall Smith put it nearly 100 years ago: 'Don’t laugh at a youth for his affectations; he is only trying on one face after another to find a face of his own'."
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