Engaging Generation Z

This article explores what marketers need to know to successfully engage with Generation Z and how this generation differs from its predecessor, millennials.

Engaging Generation Z

Lucy Aitken

Noreena Hertz, English academic, economist and author, has nicknamed post-millennials "Generation K". Writing in The Guardian, she explained that this was "after Katniss Everdeen, the determined heroine of The Hunger Games. Like Katniss, they feel the world they inhabit is one of perpetual struggle – dystopian, unequal and harsh".

More commonly known as Generation Z or centennials, this is currently the largest population demographic in the US – 24.9% of the total, according to agency Sparks & Honey. In the UK, that figure is more than 20% and is expected to grow to...

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