@...@While companies race to sell to the latest market segment, the Millennials, advertisers should be getting ready for the next group, Generation Z, experts warn// According to one of the creators of a report into Generation Z, defined as those born after 1998, the advertising rulebook will need to be rewritten as traditional demographics become irrelevant//
The report, titled **Generation Z 2025: The Final Generation** examines the group and forecasts their buying habits over the next 10 years// Sean Mahoney, vice president and editorial director at media company Sparks & Honey, who produced the report, argues that in the future advertisers will have to stop relying on narrow demographics of people such as age, race or location//
@...@**Everybody to exhibit lots of different traits that will dissolve the sense of traditional demographics,** Mahoney told CNBC in a phone interview// **It*s not going to be about your race and your age and your location; it*s going to be about your mood and the connectivity between people who are not necessarily outwardly the same//**
By mood and connectivity, Mahoney is referring to emotional states// **We*re left to focus on moments and how they make us feel// Happy, sad, alone or connected – these are states that we all experience as human beings//**