For those in media and advertising there has been an intense focus on Millennials, but there is another group that is literally at their heels: Those born in and after 1996 and currently known as Gen Z. Unlike their older siblings and cousins, not much is known about today's kids and teenagers as a cohort. However, it is critical that brands learn to understand and honor Gen Z's defining attributes and values if they want to connect with and better activate against a demographic that is already changing the face of media and our culture.
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