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When we speak to clients about their consumers, it’s generally positioned through layers.

Depending on the industry, at the core are hardcore or niche users; above that, casual dabblers; and outside of that, the disinterested mainstream.

They inspire words like collaborative, optimistic, and transparent.

But most of these observations are not just banal—they’re also completely wrong.

But for teens, that entertainment is proving to be a vital component in the creation and maintenance of friendships.

A Pew study last month found that “more than half of teens have made new friends online, and a third of them (36%) say they met their new friend or friends while playing video games…Playing games can [also] have the effect of reinforcing a sense of friendship and connectedness.”Other types of online communities have also gone from hobbyist chats to real outlets for connection and support.

So when we talk about environmental changes for Gen Z, the first and most obvious shift is the native nature of technology in their lives.

With that in mind, here are three points to think about when targeting them.

But increasingly, when we talk about younger audiences, that last mainstream layer is going away.

This is another outcome of being connected to the Internet throughout one’s entire childhood.

As the millennial marketing craze reaches saturation, a new obsession is making the rounds among brand marketers: Gen Z.

Roughly defined as anyone currently 12 to 20 years old, this group is now falling victim to many of the same vague platitudes and insights that characterized “Who Are Millennials? The same conclusions about Gen Z are drawn again and again.

These groups were defined by shared tastes, in clothes, music, slang, and other patterns that could be easily sorted into a singular group.