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 (will start) 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."