Understanding Gen Z Report 2019
A superlative generation in many regards, Gen Z is on track to be the largest, most ethnically-diverse, best-educated, and most financially-powerful generation ever. In the coming years, their distinctive habits will play an outsized role in shaping American culture and commerce. Gen Z is composed of those Americans born between 1997 and 2012.
Research on this generation is still in its nascent stage, and many of the conceptions about Gen Z are premised on a shaky foundation of speculation and conjecture.
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