As witnessed in the past week, Gen Z, the generation born between the late 1990s and the early 2010s, is rapidly becoming a dominant and influential force in many domains. Their influence is undeniable but their ability to influence each other is even more exceptional.
Unlike previous generations, they've grown up in a hyper-connected world, wielding a strong sense of social responsibility. Thus, they come with a unique set of expectations for the brands they engage with. This presents a unique opportunity (and challenge) for brands in building lasting connections.
