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  • Gen Z is enthusiastic, creative, and full of entrepreneurial spirit
  • Gen Z is enthusiastic, creative, and full of entrepreneurial spirit
    Tamara Craiu, Creative Commons (2011) ©

Are Generation Z just a bunch of squares?

They don’t smoke, they don’t drink, and they want nothing more than to own a house and start a business. The kids of Generation Z may not even be 20 yet, but they've already earned a reputation as a bunch of squares. But are these digital natives really born to be mild?

Location Global

Generation Z is rapidly entering adulthood – and at nearly 90 million strong they make up 25.9% of the American population alone. [1] With the oldest now 19, this enormous teen demographic is snapping at Millennials’ heels, and stealing their place in the spotlight. [2]

And they’ve already established something of a reputation for themselves. If statistics are to be believed, the adults of tomorrow will be emerging from an army of almost overly well-intentioned high achievers – part tiny Mark Zuckerbergs, part John Lennon-esque idealists – who are constantly glued to ...



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    Playing footy, making dens and running around; deregulated sports were once at the heart of children’s day-to-day activities. But Generation Z has grown up in a digital playground. Can technology be used to put an element of spontaneity back into playtime?

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    PewDiePie is the most subscribed channel on YouTube, and its creator makes more than £2 million a year on ad sales. He's one of YouTube's elite – a new generation of hyper-influential media moguls. But why are 30 million teens watching a stranger play video games?

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    One in three teens claim they could make money by creating YouTube videos. The success of social media stars like Bethany Mota shows that celebrity endorsements aren't influential as they used to be. Today's teens want inspiration from cool kids who could easily be their mates.

  • Article image Billboard Twitter Real-Time Chart: top of the pops for the digital age

    Twitter has partnered with American music chart company Billboard to create two real-time music charts based on social media mentions. Though the music industry must adapt to survive, can a social media chart really represent an artist or song's popularity authentically?

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    For today's youth, neo-tribalism is the new clique. Leaving blind conformity behind, these fast-moving, flexible cultures are a cocktail of affiliations and references, always shifting and reforming. But if everyone can be whoever they like, how do you know who’s in or out?