Not to be confused with millennials, Generation Z — or simply put, Gen Z — includes people born after 1996. This age group is shaking the world of retail as we know it. They are young adults and teens born after the advent of the internet. Currently, millennials dictate many of the trends in the retail industry. However, Gen Zers have carved out their own influence on the market trends and are strongly asserting it. You cannot and should not ignore them if you want to stay relevant. Ignoring them could cost you in the long run; in fact, a 2018 study predicted that this demographic would make up about 40% of all consumers in 2020. In order to survive as a retailer, you should be well equipped and armed with proper knowledge of their particular shopping habits. Read more at Forbes.