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Young people are the early adopters, pushing innovation and culture forward. It’s important for brands to demystify their worlds so they can stay on top of the pulse of change. Livity, a youth marketing agency, has distilled what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Definitions

This piece is specifically talking about Generation Z (Gen Z) – those born between the mid-1990s and the mid-2000s and who are roughly aged between 13 and 23.