We’ve been talking about millennials—what makes them tick, what they like and don’t like, how they think and behave—for years now. But the latest Cassandra Report from Deep Focus has heralded a new generation of consumers ready to make their mark: Enter Generation Z.
Gen Z, a population currently aged 7 to 17, holds more influence than you might expect. In fact, the report indicates that 93 percent of household spending decisions are influenced by them. If you find that surprising, you’re not alone.