Many of them, at least in the Western world, learned to swipe a screen before they learned to talk. They’ve seen their parents get rekt on the stock market, maybe more than once, and they don’t trust ‘traditional’ anything much anyway.
By 2026 there will be more of them around than any other cohort — so it’s time we started paying attention to what Generation Z values, respects, and cares about.
What does ownership mean to Gen Z?
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