Most Generation Z’s (youth born between 1995 and early 2000s) have most probably never posted a letter, read a newspaper, used a library referencing system, looked up a number in a telephone directory, rented a VCR, endured a broadcaster’s choice of viewing schedule, bought or used a CD, used a mobile phone with a numeric keypad or built-in camera.

They’ve never known life without the internet or social media.

Technology has empowered them to do things that no other generations before them could. Access to information online has reduced their dependency on traditional teaching methods and entertainment.

They ‘hang out’ on social media, fall in love online via dating apps, shop online, get news online and learn online.

They’re responsible for disruption in almost every industry you can think of.

But despite all this, few businesses actually focus on Generation Z. They see them as consumers of the future while neglecting their influence over purchasing decisions in their households today.

When buying Gen Z’s trust internet reviews far more than advice from friends or family.

They prefer to live at home with their parents and put off significant milestones in life like marriage and children. Gen Z’s are reluctant to buy items such as cars, music and luxury goods and instead prefer to rent them or find other ways to use them without owning them.

Gen Z’s are poised to reshape the economy; their unique experiences will change the ways we buy and sell, forcing companies to examine how they do business for decades to come.

So what’s your business doing to ensure you capture their attention?