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As the first digitally native generation, marketers have known for years that connecting with this cohort of young people would be different than millennials or Gen X. But that still hasn’t stopped many brands from marketing to Gen Z as more online versions of their predecessors—like they’re “millennials 2.0,” said Jason Dorsey, lead researcher at the Center for Generational Kinetics (CGK).
That kind of marketing exposes a fundamental misunderstanding about the way that Gen Z, which now represents more than 40% of global consumers, interacts with the world, said Dorsey.