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After the sadistic uncertainty of 2020, it feels a bit ridiculous to try to predict what 2021 will bring. But one thing is clear: Gen Z and millennials are changing the way that brands tell their stories and position themselves in the market. That’s right. After a decade killing chain restaurants, marriage, and the McDonald’s McWrap, millennials have grown strong and are entering their peak earning years. Simultaneously, Gen Z which you may know from the popular mobile application, TikTok is graduating college and taking over the coveted 18-25 consumer segment. I’m a card-carrying millennial. I’ve survived graduating into a recession and strangled an Applebees with my own two hands. And you know what my generation wants? To buy stuff from companies that reflect our values, so we can feel good about ourselves when we pop a CBD gummy and start clicking on Instagram ads.

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