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Welcome to the Gen Z Challenge via AdAge (source: Joline McGoldrick, Director of Research at Millward Brown Digital)

Gen Z, born between 1997 and 2011, is now coming of age in large numbers, and marketers can’t afford to take as long to come to grips with Gen Z as they did with Millennials.

The first cohorts of this new generation, who are now 16 to 19 years old, are increasingly relevant to a wide variety of categories and products. Globally, they are huge too: around 2 billion of the world’s citizens—approximately 27% of the global population—belong to Gen Z.

The danger for marketers is that Gen Z is not “millennial-lite” or “millennial-extra-strong”, but different in distinct ways. Gen Z not only challenges how brands communicate, they challenge the very notion of a brand’s authenticity and transparency in digital.

Access full article from AdAge