The subtle art of (not) understanding Gen Z

Much like Tik Tok, it captured the attention of the next wave of consumers. Gen-Z doesn't have much buying power today, they push the boundaries of how humans interact with computers, and their data requires more careful handling… but Gen-Z is maturing fast, how they communicate and spend their time could make the next trillion dollar company.

When you account for the fact that Gen Z is now the largest generation in the U.S., small-scale behavior changes compound into macro-sized cultural shifts.

This underscores a major difference between Millennials and Gen Zs: the former group was taught to burnish their online presence, using every opportunity to stand out and look perfect; the latter group, which has never known a world without social media, prefers blending in and trying on new identities.