Generation Z — defined as people born between 1996 and 2010 — is the first digitally native generation in America. They’re generally considered pragmatic and committed to self-improvement. However, they’re also the most diverse generation, making them hard to define with one brushstroke. Set aside your assumptions about Generation Z consumer behavior and learn how they really make decisions when they shop.

Have you ever wondered just what exactly is going on in your customers’ minds? Well, it’s time to stop wondering! Tune in this season for interviews with real shoppers in a variety of retail and consumer sectors, all mixed with analysis and insights.

Inside the Mind is produced by Kearney, one of the original management consulting firms. Learn more at www.kearney.com.