How to read the habits of the post-Millennial consumer

This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.

The world of marketing has been increasingly obsessed with Millennials. Working out what they want, how to reach them and how to engage with them has been the dominant mantra of the past few years. But there's a group coming through that is much less

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