Kidz theze dayz: How Gen-Z will soon be the most influential generation ever

David Ward

This article looks at Generation Z, who are digital natives, growing up in a connected world where diversity and inclusion are a reflection of increasing social and digital ideas of 'relevance'.

Kidz theze dayz: How Gen-Z will soon be the most influential generation ever

David Ward

In looking for ways to target Generation Z — those born between 1995 and 2010 — Just Born Quality Confections, maker of popular candies such as Mike and Ike, Hot Tamales, and Peeps, quickly made a surprising discovery. "We did quite a bit of qualitative research with Gen Z and were fascinated by the way they played back commercials in incredible detail," explains Kathleen Parker, vice president of marketing and innovation at the candy company. "Furthermore, they were describing them with excitement and affinity —...

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