Generation Z is Coming

I am not a fan of generational labels.  I have seen too much variance within them to trust them much. But still, you have to know the definitions to follow what is said about this large scale age-based segmentation.  Quite an extensive survey.

 Useful piece in Knowledge@Wharton:

Millennials on Steroids’: Is Your Brand Ready for Generation Z?   It’s still early days for Gen Z — its oldest members are still in their teens or early 20s — but marketers are trying to get a handle on what they want and expect from brands. ... 

And now here comes Generation Z, the post-millennials loosely defined as those born between the mid- to late-1990s and 2010. Gen Z, which represents about a quarter of the U.S. population, is coming of age in the Era of Instagram; coming of age post-the Great Recession, and coming of age when an African American president and multiple women running for the title is a political reality. (This group hasn’t been the source of any generational angst yet, but give it time.)   ... "