People in generational cohorts are never as uniform as marketers would like. Still, to hear researchers and Gen Zers themselves tell it, this one will put a new spin on consumerism, making things difficult for the big, established chains. One reason: Gen Z consumers don’t much care about brands. Or labels. Or corporations. They see themselves as entrepreneurial; around half may never work for someone else if they get their way. They’re ethnically diverse, socially tolerant, globally connected, environmentally aware. One nickname for the group: Philanthroteens.

https://www.bloomberg.com/news/articles/2019-03-29/how-gen-z-s-different-than-millennials-companies-try-asmr-memes?srnd=premium