Generation Z is the new consumers and opinion-makers. Constantly online and also aware of diversity, and of course climate change, this is a self-centered but still caring generation. 


Af Stefan Nilsson


Some people do not think it is relevant to compare values and behaviours of generations. But it is very relevant – and insightful. How much of behaviour is typical for someone born in a certain year and generation? Is the behaviour based more on age and life stage than date of birth? To what extent is generation a dominant factor? These questions are very valid and can provide important and actionable information.


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