You might have thought they'd come up with something better by now.Nonetheless, Gen Z are the group born since just before the start of the Millennium.As a result, they are keen to look after their money, and make the world a better place.A report by Sparks & Honey, a US advertising agency (it is invariably ad agencies which try to fix labels to people), describes this generation as the "first tribe of true digital natives" or "screenagers".They were captured perfectly in Peter York and Anne Barr's 'Sloane Ranger' handbook, published in 1982.
Baby Boomers, as a phrase, was first used in 1970, in a Washington Post article.This generation has been characterised as being saddled with permanent cynicism. Lads A subculture of Generation X, though laddism was more of a philosophy than a demographic grouping.Too young to have fought in any major war, old enough to have enjoyed a free education – they have spent too much of their adulthood sitting around in coffee shops trying to set the world to rights. Self-help books line their shelves and and they are burdened with an almost permanent state of anxiety -- social, financial, sexual. It was a mesh of Madchester, the detoxification of football, the relaxation of late-night licensing, the rise of ecstasy and low-cost flights to stag-weekend locations in Europe.But unlike the older Gen Y, they are smarter, safer, more mature and want to change the world.Their pin-up is Malala Yousafzai, the Pakastani education campaigner, who survived being shot by the Taliban, and who became the world's youngest ever Nobel Prize recipient.