Gen Z: The label-less generation and the future of data

Known for their work ethic, technology prowess and passion for action, this is a generation that eschews labels, preferring instead to move fluidly. As they come into their own as consumers, employees and citizens, it is imperative for marketers to understand what motivates and drives them.
https://adage.com/article/cmo-strategy/gen-z-label-less-generation-and-future-data/2341291

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