When talking about Gen Z, you must talk culture

The headlines are out there — "Gen Z is the most stressed generation,” “The politics of Gen Z,” “Gen Z is the most underemployed generation,” and “How brands should be marketing to Gen Z.” But few if any address a crucial point: Gen Zers under the age of 17 form America’s first multicultural majority generation. Culture and identity are the cornerstones of the decisions Gen Zers (and their parents) make and the issues that impact them.