In the same way millennials had baby boomers scratching their heads, the next generation is keeping us all on our toes. And we’re intrigued to say the least.

Born between 1997 and 2012, Gen Z represents 40% of global consumers and will account for 40% of all luxury purchases by 2035.

So, what makes Gen Z so different?

Well, first of all, they’re digital natives which means they have little or no memory of the world as it existed before smartphones. Crazy, right? Gen Z is also more racially and ethnically diverse than any previous generation, they’re on track to be the most well-educated generation yet, and they view global warming as the most important issue facing the world.

In fact, 62% of Generation Z say they prefer to buy from sustainable brands.

Needless to say, understanding how we create brands that align with their values is critical if we want to have successful businesses in the future. As Gen Z starts entering the workforce this year, we’re all asking ourselves the question: how do we capture the attention of this up-and-coming generation? Thankfully, we have four people on this roundtable to show us how.

Panelists:

Natalie Mariduena | Lifestyle Creator

Larsen Thompson | Model, Dancer, & Actress

Cami Téllez | Co-Founder & CEO, Parade

Maya Penn | CEO of Maya's Ideas, Sustainability Consultant, Author, & Animator

Moderator:

Sacha Strebe | Editorial Director, Create & Cultivate