The speed of change splintered Gen Z into micro-generations

It made sense 50 years ago to market to entire generations as if they were one persona. It was a way for companies to understand consumers when there was little else to go on. But does this approach still work today? In the 1960s, marketers needed to reach the large cohort of post-war consumers entering adulthood (and peak spending years). Et voilà, the idea of the Baby Boomer generation was born. The conventional wisdom was that the entire cohort had lived through similar experiences that...