As businesses get better at understanding their target audiences, the channels they use and their performance metrics—largely thanks to software advancements—one group remains a bit of a mystery: Gen-Z. This dynamic group of young consumers defies easy categorization, presenting a unique challenge for many business owners with their distinct behaviors and nuanced preferences. Gen-Z holds a special significance. Despite not being the largest or wealthiest demographic, they wield considerable influence. Understanding Gen-Z isn't just about knowing the present—it's about grasping the future. They possess the power to set trends, shape cultural movements and ultimately dictate what's considered new and cool. https://www.forbes.com/councils/forbestechcouncil/2024/05/20/5-ways-consumer-behavior-is-changing-with-gen-zs/