CASE STUDY GENERATION Z DEFINED: GLOBAL, VISUAL, DIGITAL With the oldest Generation Zs having reached adulthood, and the youngest having started school, here’s an analysis of what defines this global, 21st-century generation. The world is changing at a rapid pace, and has been transformed in the lifetime of our Gen Zs. Just ten years ago if you’d said `Do you have the latest app?’, ‘Did you read that tweet?’, ‘Make that your status update’ or ‘Oh, you have an android’, people would have wondered what planet you were from. Such is the speed of technological change that while it took almost 90 years for there to be one car in Australia for every person, it’s taken just five years for smartphones to have the same reach!