I love reading about generational differences, and the article entitled, “Navigating the Next Generation of Consumers” in the May 2017 issue of Beverage Industry provides a fresh look on the iGeneration, aka Generation Z.

iGeneration includes those that are born between 1995 and 2007, and they currently make up ~17% of the U.S. population. While Millennials have typically received attention for being digital, the iGeneration is truly the generation that doesn’t know life without technology, which provides them with some interesting characteristics and expectations from brands, such as having cashless options and mobile apps.

Additionally, the iGeneration has grown up in the height of health and wellness as well as social responsibility. Similar to technology, they don’t know any different. This is very interesting because they basically have a completely different set of values, right off the bat, in comparison to generations before them. While Millennials and Gen X value sustainability and health, they learned to value it. This value is just the way it is for the iGeneration, which is not only unique but provides a great platform to continue to grow within these two areas.

Lastly, the iGeneration has also grown up in a time where it is typical to question the media and marketing. This provides challenges for marketers, but also opportunities.

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