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The Subtle Art of (Not) Understanding Gen Z

Breaking down the newest generation of consumers

As a kid I used to like summer homework — did I really? Well, I like to think of my young me as a disciplined student with perfect calligraphy after a long summer of practice. Some habits can’t be lost and, this summer around, I spent some time trying to better understand Gen Z.

‘Gen What?
iGen, Tech Gen, Digital Natives, True Gen, Post-Millenials, Memelords, LitGen, Memennials, Generation Snap, the Hopeful Generation, the Anxious Generation, Generation Fix-It, the Cleaner-Uppers, the Last Generation, the Final Generation — you name it.

"The Sisu Generation" might be one of my faves, but let’s stick to Gen Z.

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