Gen Z, typically defined as people born after 1997, currently those under the age of 20.
Just because they grew up with a smartphone in their hands, does not mean that Gen Z are more advanced in their technical capabilities. However, what was found in 29 of 39 researched countries was that Gen Z are generally less positive to advertising than Gens Y and X.
Marketers must take account of both similarities and differences in crafting their approach to this new generation.
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Note: Malala Yousafzai belongs to Gen Z, the youngest to date who got the Nobel Peace Prize.