Today your digital life is every bit as important as your analog life because everything starts online, from the way people connect and interact with one another to how they do business or entertain themselves. The digital experience not only informs our human experience, it is inseparable from it.
Gen Z is responsible for this generational shift in attitude. Those born after 1996 have been digital natives their whole lives and consequently have far higher and different expectations when it comes to the types of digital experiences they will engage with.
If you represent a brand or an agency and you haven't started thinking about Gen Z, your competition most certainly has. Members of this group of consumers already control at least $50 billion in spending power, they've started entering the workforce and by 2020 they will make up the largest bloc of consumers in the world.