The next generation to get corporate attention

A general view before the Tween show during Mercedes-Benz Fashion Week

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.

About the author

Mark Garrison is a reporter and substitute host for Marketplace, based in New York.

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