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Generation Z: when it comes to behaviour, not all digital natives look alike

By Elodie Gentina, Associate professor, marketing, IÉSEG School of Management
Emma Parry, Professor of Human Resource Management, Cranfield University
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Gradually over the past few years, the once-ubiquitous discussions about millennials are being replaced by an interest in the new kids on the block: generation Z – or, to give them a recently assigned alias – “Zoomers”.

According to most reckonings, to be genZ means you were born some time between 1997 and 2012 (although this varies depending on who you listen to – some estimates say the youngest Zoomers were born as late as 2015). GenZ is defined…

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