If you’re wondering what in the world is going on with brick and mortar retail, you’re not alone. Right now, we are hearing two dramatically different click-bait stories.

Born after 1996, Generation Z already represents $44 billion in discretionary spending and are an interesting blend of the traditional and the nonconformist. Steve Wilson explains the key characteristics that make up Gen Z and how brand marketing and retail will need to shift to appeal to them.

The key to attracting new customers is engaging them in a meaningful way that gets them interested in a product and company—and willing to spend money on them.