Gen Z are radically different from past groups of consumers, and important for us as marketers to understand. They demand a whole new way of ‘wooing’ if brands want to engage with them meaningfully and effectively. Generation Z, or Gen Z, or iGeneration’ers are important. They’re vibrant, multi-faceted and defined by their refusal to be defined. But they’re also lining up to save the planet. It’s a lot of pressure to put on one generation, even if....

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