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Move aside, millennials: There’s a new generation for marketers to obsess over. Born between the mid-1990s and early 2000s, Generation Z includes more than 2 billion people worldwide and holds more than $44 billion in annual purchasing power, according to a study from IBM and the National Retail Federation.
Unlike their predecessors, they’ve been brought up in an entirely digital world and, as a result, are relentlessly addicted to tech and building their online personas. (In a recent New
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