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.

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.