Gen Z is new focus for marketers

Millennials have received a lot of attention from marketers in recent years but their focus is shifting as "centennials", the younger brothers and sisters of Gen Y, are reaching adulthood.

A new report from JWT Intelligence described Generation Z, the 12-19 year old cohort "the ambitious, engaged, sensible child" who wants to "create, connect and change".

But its research threw up a number of contradictory attitudes, with, for example, 86% using their smartphone multiple times a day even though 79% agreed that people their age spent too much time connected to digital devices.

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