Generation Z - The elusive generation:

Each generation comes with a unique set of behaviours, and presents a unique set of challenges for those looking to reach them. For the last decade or so, Millennials have been the generation that every brand has had to engage as their spending power has grown. With this generation now past teenage years, however, digital advertisers are shifting their focus to the succeeding generation, Generation Z or Gen Z.

Adapted from The Nielsen Company.
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