The Gen Z Frequency: How Brands Tune In and Build Credibility

Generation Z has enormous spending power yet is one of the most challenging cohorts to reach. Ensure your brand stays tuned—in to the demographic's impatience, confidence and evolving trends.

Generation Z is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an un...