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Stop Talking About Millennials and Get Ready for Gen Z

Be prepared. This is a group of rebels.

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This story appears in the December 2016 issue of Entrepreneur. Subscribe »

The first members of Generation Z will be graduating from college in a few years, and market researchers and trend forecasters are clamoring to tap into their psyches. Will this latest crop of youngsters reshape how we do business tomorrow? We put two generational experts -- Scott Hess, EVP of human intelligence at Mediavest | Spark, and Jake Katz, VP of audience insights and strategy at Revolt TV -- in the hot seat. 

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Related: Are You Ready for Gen Z?

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