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Retailers must wake up to 'woke' generation Z, which wields $44 billion in buying power

from Forbes

Generation Z, now wields $44 billion in buying power — so that alone means attention must be paid. This emerging consumer group, born after the mid-1990s though the early 2000s, is set to reach 2.6 billion by 2020. They're the digital natives who came of age with smartphones, online shopping, Instagram, Snapchat and YouTube, whose tastes, habits and buying triggers are disrupting the retail industry. more

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