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Reality Bites Back: To Really Get Gen Z, Look at the Parents
The latchkey kids of the 80s are now moms and dads to another cohort of practical, penny-pinching pessimists—with $143 billion in spending power.
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Nobody cares about Generation X. Squeezed between baby boomers and millennials, those born between 1965 and 1980 are an “unsung generation,” Time magazine once sneered, “hardly recognized as a social force or even noticed much at all.”
That’s changing, though, as those skeptical slackers have created something that today’s companies now see as key to their success: Generation Z.