Make way for Generation Z: Marketing to today’s tweens and teens

Make Way for Generation Z: Marketing to Today’s Tweens and Teens’ looks at the characteristics of children born between 1991 and 2002, who account for 21% of the world population.
Over 50% are concentrated in Asia-Pacific and about 25% of the population of Africa and the Middle East is Gen Z. They represent a smaller part of the population in the developed world but have more spending power there and spend money on music, games, fashion, beauty, electronics and snacks. They have a high incidence of mobile phone and internet use and are constantly connected via social networking. Their aptitude with technology is likely to influence economic development, shopping and working styles. They will be affected by debt from rising tuition fees and may be cautious consumers....

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