Gen Z may not be who you thought. Contrary to the myth that digital natives have an irrational tech-dependence, we call this generation “Conscious Connectors” because they are mindful of time spent both on and offline. For them, technology is omnipresent--but it’s also invisible. Yet their constant connectivity is not passive, they use smartphones in ways that are expressive and self-aware.
In just over a decade, the smartphone has reshaped all of us and how we think about brands and the world at large. This report draws from extensive original research to explain how this happened, why it matters, and what it means for how to engage with the new generation of digital natives.