Generation Z, the teens and tweens coming of age today, are not just another Millennial story. Far from it. They are more self-aware, more self-reliant and more driven than the generation they follow. Intuitively innovative, uber-productive, goal-oriented and realistic, they are growing to be savvy consumers and employees. Businesses hoping to connect with them need to understand who they are and how they are about to turn today’s market on its head. Marcie explores how and why this generation is so different from any that precedes it and explores related opportunities this market shift provides for retailers and consumer businesses.