Eclipsing the Millennials, who have dominated the news and pop culture agenda in recent years, the new, younger Gen Z identifies as a distinctly different group in both behavior and mindset. With Gen Z comprising 30% of all Malaysian consumers, this not only affects brands that want to sell to them, it affects leaders who want to nurture and manage them, and any company that will interact with them needs to discover what drives them, and what the hot buttons and nuances are.

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