REALITY BITES BACK: TO REALLY GET GEN Z, LOOK AT THE PARENTS

Nobody cares about Generation X. Squeezed between baby boomers and millennials, those born between 1965 and 1980 are an “unsung generation,” Time magazine once sneered, “hardly recognized as a social force or even noticed much at all.” That’s changing, though: the latchkey kids of the 80s are now moms and dads to another cohort of practical, penny-pinching pessimists—with $143 billion in spending power. Turns out those skeptical slackers have created something that today’s companies now see as key to their success: Generation Z.