George Carey Opinion Contributor @FamilyRoomllcGeorge Carey is CEO and founder of The Family Room, a strategic research and brand innovation consultancy. This is the first of a series of articles focus on Generation Z consumers based on his company’s annual Passion Points study of youth and family trends. Voice 7 Ways Marketers Are Catering Their Campaigns More to Gen Z Girls Tides are turning, and girls' preferences are finally being acknowledged more. Voice Brands Need to Keep Gen Z’s Changing Priorities in Mind or Risk Isolating Them as an Audience Friendship and a sense of community are immensely important. Voice Why Marketers Don’t Need to Worry About Contributing to Gen Z’s Alleged Tech Addiction Their habits aren’t showing any lasting unhealthy side effects. Voice Brands Need a New Plan for Gen Z’s Shrinking Universe Societal changes and pressures are inexorably crimping teenage lifestyles.