Generation Z

Born between 1995 and 2012 (though the precise years vary depending on the source), the post-millennial generation has begun to cross the threshold of adulthood and is poised to take over the workforce and the marketplace in the next few years. We've all heard the stories about how challenging it will be to forge strong bonds with this distracted and discerning demographic; industry pundits cite perceived short attention spans, disinterest in brand messaging, and general disregard for impersonal experiences as compelling reasons for marketers to regroup and refine their content strategies.

Here's what the generational research and anecdotal observations are telling us: Born with one foot firmly in the digital age and the other rooted in old-school values, members of this pivotal demographic group expect greater transparency, accountability, and personal validation from every online experience they choose to engage in.