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There is a ton of research about understanding the “Millennials.” There is plenty of data about the changing needs of the aging “Baby Boomers.” There

First, there were the “Baby Boomers”––a generation that marketers have dissected, scrutinized and analyzed with an almost scientific precision. Then, there was the “Baby Bust.”

As the emerging buying power of Generation Z (typically classified as those currently in the 12-19 age bracket) is being felt by American marketers and