The so-called 'Generation Z,' youngsters born after the millennials is becoming the next big thing for market researchers, cultural observers and trend forecasters, according to the New York Times. Born from roughly 2000 onwards, "the tweens and teens of today are primed to become the dominant youth influencers of tomorrow. Flush with billions in spending power, they promise untold riches to marketers who can find the master key to their psyche".
The report comments: "Millennials, after all, were raised during the boom times and relative peace of the 1990s, only to see their sunny world dashed by the September 11 attacks and two economic crashes, in 2000 and 2008. Theirs is a story of innocence lost. Generation Z, by contrast, has had its eyes open from the beginning, coming along in the aftermath of those cataclysms in the era of the war on terror and the Great Recession."