Many assume Generation Z (Gen Z) is comprised of healthy eaters, eco-conscious buyers, and consumers with a deep mistrust of big brands. While these attributes are loudly touted by the media, they are, in fact, wrong. Neither are Gen Zs ‘like Millennials but on steroids.’ Gen Z has never known a world without the internet. This has created, in the words of Gen Z CEO Advisor Hannah Williams, “a new type of human” that brands need to target differently. Gen Z has also been shaped by its
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