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It is nothing new in the world of business and marketing to have a target audience, a group of people who you want to benefit from your service or products. Today’s world, consumer market, and economy are always changing. The biggest difference today is the rise of a new generation of consumers: Gen Z. The oldest members of Gen Z are approaching 30, with the youngest wrapping up their high school years. The majority of this group have been in the workforce for more than a decade and are trying to find their way in the world both professionally and financially. 

The older generations tend to see this group as rambunctious, social-media-addicted, ideological activists, and (coming from a member of Gen Z) they are not totally wrong. But, when it comes to consumer behavior, this generation is redefining and shaping a new era of consumerism. As this generation fully comes into the “real world”, it’s crucial you leave the stigma of them behind. Small businesses across the country are struggling, but Gen Z could be the target audience that brings them back to life.