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Reality Bites Back

To truly understand Gen Z, examine their parents

Nobody cares about Generation X. Squeezed between Baby Boomers and Millennials, those born between 1965 and 1980 are an “unsung generation,” Time magazine once sneered, “hardly recognized as a social force or even noticed much at all.”

That’s changing, though, as those skeptical slackers have created something that today’s companies now see as key to their success: Generation Z.

Corporate marketers looking to understand that important group—the oldest of whom are in their early 20's and are just forming their brand loyalties—are taking classes on social media and memes in an effort to crack the kids’ code. But, really, to start understanding Gen Z and its direct spending power of as much as $143 billion, companies should try studying their Gen X parents first. While there are reams of research linking Millennial behavior to their Boomer influences, experts are just starting to analyze what connections exist between the previously ignored Generation X and their Generation Z offspring.

Please select this link to read the complete article from Bloomberg.

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