To target consumers precisely, marketers sometimes need to think outside the generational box. For many years, their focus has been squarely on Millennials – the one-time hipsters who have been slowly growing into healthier salaries, smart-equipped cars and fridges, and their own families.

But as Millennials transition from cutting-edge to suburban mainstream, marketers need to pivot to “what’s next” – a new, significant group of consumers who will shape brands and products for years to come. Many marketers have been treating Generation Z, covering kids to late teenagers, as “the next big thing” in buying. But a variety of GfK research points to a different way of defining consumers of the future – one that falls outside standard generational breaks.

Download the report findings to learn more