There are 70 million kids born after 1998. They are expected to start making their mark.
They are defined as those who have never known the internet to not be widely available and necessary.
Gen Z-ers are expected to continue to challenge merchants, and eventually bosses, with their wants and demands.
As employees, it is expected that they demand workplaces with the most up-to-date IT systems.
But their culture and mind-set will take time to figure out, irking many employers (Millennial managers?). As consumers, they will be thrifty, not high on flashy brands and reliant on word of mouth.
I am already seeing it with my two younger kids. But based upon what I am seeing the cutoff year should be 1997 for Generation Z not 1998.