Brands and corporations pay good money to people from Generation X to figure out how to get folks from Generation Y, the Millennials, to open their wallets. Now, a new group is getting corporate love: Generation Z (at least that's what they're called until someone finds a better name). Marketplace’s Mark Garrison spoke with Dan Gould, senior cultural strategist at market research firm Sparks and Honey, which is studying Generation Z and its growing buying power.
Click the media player above to hear Dan Gould in conversation with Marketplace Morning Report guest host Mark Garrison.Meet Generation Z: Forget Everything You Learned About Millennials from sparks & honey
First up, more on the jobs report for the month of July. Plus, it used to be that business travelers would hop into a taxi and stay at a hotel. Now they're using Uber to hire drivers and staying in stranger's apartments through Airbnb. But these companies don't have the same taxes and regulations as their traditional competitors. And we’ve talked a lot about Generation X and Generation Y. But, what about Generation Z? What are the spending habits of this new generation and what can companies do to appeal to them?