Why Everything Brands Say About Gen Z Is Wrong

Marketers need to look closer at the differences between this generation and millennials to find insights with significant meaning.

As the millennial marketing craze reaches saturation, a new obsession is making the rounds among brand marketers: Gen Z. Roughly defined as anyone currently 12 to 20 years old, this group is now falling victim to many of the same vague platitudes and insights that characterized "Who Are Millennials?" articles for years.

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