The term Generation Z refers to those born in 1995 or later – making them the generation that are coming of age now. In fact, Gen Z are expected to account for 2.56 billion of the global population by 2020, making them the influencers of tomorrow. That means they are a really important demographic for qualitative market research because we need to understand their habits, behaviours and what makes them tick as their spending power and influence continues to rise. But it’s not just about us understanding them – there’s also some really important things we can learn from Gen Z too…