How to Market to Gen Z

Companies often make the mistake of lumping Millennials and Gen Z together simply as "digital natives," expecting the same kinds of outreach to work for both groups. But the fact is that what worked for Millennials won't work for the younger generation. Brands need to learn a new set of aesthetics and skills if they want to connect with Gen Z--a demographic that will account for 40 percent of consumers by 2020.