* DECODING GEN Z
Gen Z are culturally dominating and influential, a burgeoning and discerning economic power that demands to be heard.
Gen Z grew up at a time of technological acceleration, progressive identity politics, ecological disaster, social inequity, and political polarisation. They are shifting the political landscape with their votes and making critical buying decisions as they enter adulthood. They have the power to influence other generations, and transform industries, cultures, and societies.
Gen Z have grown up in the most diversified demographic, cultural, and social environment to date. They are exploiting years of positive development on diversity, breaking down society’s fixation on labels to continually investigate, construct, destroy, rebuild, and progress their own identities.