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The Definitive Guide to Gen-Z.

Now making up one-third of the world’s population, Generation Z or Zoomers are quickly entering the consuming class.

Gen-Z have grown up in a digital world. They have never known a time before the internet or social media.

Being true digital natives, Generation Z present a unique set of challenges for brands looking for loyalty.

This 50+ page guide delves deeper into the wants, needs and demands that this generation is looking for from brands.

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How Gen-Z is different from previous generations
What Gen-Z expects from brands and products
How Gen-Z is the same (and different) around the world
Case studies from around the world

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Kadence were an excellent partner on this project; they took time to really understand our business challenges, and developed a research approach that would tackle the exam question from all directions. The impact of the work is still being felt now, several years later.
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Wall Street Journal

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