We’re going deeper into 2018, which means the predictions, trends and what’s-in-store-isms of marketers everywhere are fading in favor of actual outcomes. But there is a sleeping giant amongst us that will have an ever-increasing role in almost every facet of our lives—from the economy to politics to how we consume goods and services. We’re talking about Generation Z, or people born between 1996 and 2011, who are projected to account for almost half of all U.S. consumers by 2020. That’s why it’s crucial for marketers to grasp the demands of the fresh-to-market generation who, like millennials before them, are poised to significantly shape consumer behavior and expectations for years to come.
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