They text, post, scoot and hang BUT they also have access to $44B in annual spending. Find out everything you need to know about these youngins. In just a few short years they will be the largest cohort in the U.S. and that means their impact on the workforce, on spending, on culture will exceed that of all previous generations. A picture of their habits and how they differ from Millennials is beginning to emerge and savvy marketers need to take notice if they want to tap into the wave building behind Gen Z. This pictorial study will guide you through key behavioral aspects, buying and media preferences of this emerging generation and some important purchasing habits of the parents they influence.