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Generation Z, the cohort between the ages of 13 and 22, is the first generation to grow up in the midst of mature technologies and platforms (social and entrepreneurial). Your foundation for digital skills and hyper-networking releases incredibly fluid and lively creative forms of expression. In the U.S. alone, a 2013 Mintel report estimated Gen Z's purchasing power at $ 44 billion. To enter this market, brands need to understand what this generation means when they say "Be yourself" (which, according to a research report by JWT Intelligence and Snapchat, is the top expression that this group uses to describe itself).

Molly Logan, co-founder of Gen-Z's think tank Irregular Labs, said in the report: "You have to completely remove any sense of binary files or rules – there are no contradictions for Gen Z, it's just all raw material." Last November, Deja Foxx, a 19-year-old female reproductive rights activist who co-founded the Gen Z Girl Gang community, partnered with Samsung to launch the College Access for All campaign as part of the Samsung Galaxy Innovator Sessions. They used their platform to discuss inclusiveness in education and a new mentoring opportunity, and worked with the Tween-based wellness brand Blume for a self-care workshop.

Clothing retailer American Eagle has made a name for itself for its commitment to inclusion and diversity in its product lines and marketing campaigns. They founded the AExME Council earlier this year, which comprised key voices of youth activism, including Delaney Tarr, co-founder of March For Our Lives, mental health activist and founder of the Gabby Frost buddy project, and Saaneah Jamison, founder of Dance Fitness Curvy Confidence series. Each member is paired with an American Eagle "mentor" and meets approximately once a month to develop new product and campaign ideas and messages, and to discuss social responsibility efforts.

When aligning your brand and business to Generation Z, keep the following five truths in mind:

1. They are fearlessly fluid. It's a little contradiction. For a group that seems to oppose labels and definitions, they also explore identities and ways of expression. Logan says, "You grew up understanding that there are all of these things that you can incorporate to create something original, but it's not really yours. You borrow, recreate, and then give it away "This melts aesthetic and cultural boundaries.

2. They are authentic. Unlike the hyper-polished Instagram-famous generation that precedes them, Gen Z is more spontaneous and real. Their social profiles are a mix of curation and reality, but they don't take 30 photos of their food to find the perfect shot. Spontaneous live videos, funny (or embarrassing) tik-tok and even old school photography are fair game. The survey said: "A fifth of respondents strongly agree that their social accounts are the real, everyday version of themselves. So you can say with confidence that brands expect similar authenticity."

3. They live on entertainment and humor. They don't seem to be offended like previous generations. No meme, emoji, or digital word game is considered inappropriate or unprofessional when it comes to getting the message across, be it a social cause or an inside joke. This can be troubling for some people.

4. They are driven by causes. This shouldn't come as a surprise. You grew up in a time of severe economic, social and political change. Accessing information has also raised many problems with the tap of a finger on your device. Causes such as LGBT +, climate change, body positivity and mental health are some of the top trending topics.

5. You pay attention to too many social media. While social apps are still a top creative area, you will find many in this group who take their creativity offline. Film photography, making music, even drawing and handicrafts are other possibilities for creative expression.

Gen Z is certainly interesting. I think brands have to follow a fine line when trying to connect with this group, to be like parents, where creative energy is encouraged and fed, but not free for everyone. Let's take, for example, the topic of body positivity. For countless decades, many brands have been promoting unhealthy and unrealistic expectations about the looks of people, especially women. However, it is not responsible to celebrate someone who is 300 pounds like a beacon of wellbeing.

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