The History.History of Generation Z.
According to a 2011 publication by Grail Research entitled Consumers of Tomorrow: Insights and Observations About Generation Z members of Generation Z have grown up in a digital world where technology is anywhere and everywhere. They have grown dependent on it. They are constantly multitasking with a variety of online products and advanced electronic devices. Generation Z is always connected, communicating through various social networking channels. In other words, electronics have become the center of their lives. “In a global survey of children, it was found that 50% of all tweens (8-12 years) globally are online everyday” (Grail Research, 2011, p. 5).
According to a journal article written by Calvert (2008) “youths shape the buying patterns of their families. From vacation choices to car purchases to meal selections, they exert a tremendous [amount of] power over the family pocketbook” (p. 207). Therefore, advertisers have chosen to target children, since they are the most influential members of the average household.
