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Generation Z

As digital natives, our adaptability to change is far superior than generations past. We swiftly adapt from VHS to DVDs and record players to cassettes to CDs and MP3s. We know what a floppy disk is yet can operate our digital lifestyle almost exclusively on Cloud. Our potential is limitless and our ambition is uncapped. We are pretty brilliant.
Only recently has greater attention been paid to Generation Z. As more data is collected, what we are beginning to see is not so much a continuation of the trends we saw with Millennials, but the introduction of a new cohort with their own priorities, beliefs and abilities. With yet another generation (for a total of five!) entering the workforce, it's important to understand what makes them tick so that we can better understand how to make the most of them.
Brands are now needing to engage via social media in order to please customers.
But after experiencing my first SXSW -- watching Generation Z up close, hearing panelists weigh forward on everything from how to make food cheaper and healthier to the prospects for virtual reality and Twitter -- I don't know if I've left Austin with higher hopes for humanity.
As the end of the year comes to a close, industry leaders are already preparing for what's next and refining their 2016 strategies to stay on top of the market. With baby boomers retiring and millennials being the most studied generation to date, market leaders can gain insight from the next generation, Generation Z.
Despite being a tech-savvy Gen Y'er who lives online, sometimes I read an article that makes me feel like I'm being relegated to some "too old to be hip" corner of the internet where only Clint Eastwood and baby boomers hang out. The most glaring instance was an October article in Quartz about the rise of social payments app.
I shouldn't feel this way. But I do. Inadequate. In spite of my best efforts and in spite of all I do. In spite of all I