Knowledge Bank


7 Principles to Engage Gen Z

We Are Futures

The last 12 months have impacted all of us, but none more so than Gen Z. Digital natives with big dreams and abundant talents, they embody potential. Key aspects of their lives, from spending habits to self-identity, are undergoing huge changes as they transition into adulthood and independence – and they are emerging into a world that has changed beyond recognition. This report highlights the characteristics, values and aspirations of this audience. We’ve combined comprehensive research findings with our hard-earned expertise to provide new rules of engagement defined as 7 principles to help you make more effective connections and a true impact.


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