PSFK, with The Curve Report from NBCUniversal Content Innovation and Creative Marketing, is examining the future of Gen Z.

Traditionally, every 15 to 20 years a new generation forms in American culture, shaped largely by important world events, the adoption of new technology, and evolving cultural trends. These are the paradigms that produce far-reaching stereotypes about what it means to be a part of Gen X or Y. Despite these over-simplifications, there is an overarching desire on the part of marketers and theorists to try to understand what defines the attitudes, behaviors, and lives of upcoming generations. This desire is now turning towards Generation Z, and the lives of those 18-and-under are set to be the object of unending scrutiny in the coming years.

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