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Stop Talking About Millennials and Get Ready for Gen ZBe prepared. This is a group of rebels.

ByKate Rockwood•

This story appears in the2016年12月issue of雷竞技手机版.Subscribe »

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The first members ofGeneration Zwill be graduating from college in a few years, and market researchers and trend forecasters are clamoring to tap into their psyches. Will this latest crop of youngsters reshape how we do business tomorrow? We put two generational experts -- Scott Hess, EVP of human intelligence atMediavest | Spark, and Jake Katz, VP of audience insights and strategy atRevolt TV-- in the hot seat.

Related:Are You Ready for Gen Z?

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