$44 billion to spend. 26% of the US population. 2 billion strong worldwide. 8-second attention spans. It’s easy to define Generation Z by the numbers. But who are these kids, really? From retail to entertainment to food to tech and beyond, “kids today” want products and experiences on their terms. They have #NoFilter, want to make a difference, and demand anytime, anywhere access to the stuff they love. To break through the noise and stay relevant, brands need to fit seamlessly into their lives and help them connect to the things they care about. We’ll talk to a group of Gen Zers for an unfiltered look inside the minds, preferences, and behaviors of these next-generation consumers.