5

BRAND ME

[Gen Z] are natural brand managers . . . able to expertly manage their personal and professional brands online to help them both fit in and stand out the right amount.

—KRISTIE WONG, “GENERATION Z—WHO ARE THEY?”1

Sorry Nike, Apple, Starbucks, Google and, well . . . every other brand on the planet. No matter how hard you try, you’ll never be the Pivotal generation’s most beloved brand. That coveted spot is occupied by the most significant brand of all: ME.

Don’t misunderstand. Brand Me isn’t exactly a narcissistic characteristic reminiscent of the selfie generation. It’s more that the Pivotal generation seeks to be understood and seen. First impressions take on a new meaning for this generation as their physical appearance extends beyond ...

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