Brands Need a New Plan for Gen Z’s Shrinking Universe

Societal changes and pressures are inexorably crimping teenage lifestyles

The world is a much different place for Gen Z than for any other generations. Getty Images

It has always been axiomatic that the teen years are a time of expanding horizons, a period in life when young adults break free of the restrictions and watchful eyes of their parents, assert their personal identity and begin to explore the great wide world outside their front door. For Gen Z, the opposite is true.

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This story first appeared in the September 3, 2018, issue of Adweek magazine. Click here to subscribe.
@FamilyRoomllc George Carey is CEO and founder of The Family Room, a strategic research and brand innovation consultancy.