As generations move into different life stages, the way we market to them evolves. It's a unique challenge to consider how to attract different generations of customers as purchasers of our products and services.

The up-and-coming generation of 12-to-27-year-olds, also known as Generation Z, are changing the way companies do business. We must understand that this generation embraces different values from those who came before them and favors alternative trends. For continued success, businesses should prepare to meet the needs of this demographic cohort as it grows and changes.

As Gen Zers enter adulthood, they are making purchasing decisions that are having an impact on the bottom line. This means it's time franchisors examine the ways they can adjust their practices to accommodate this market segment. Here are specific ways businesses can appeal to Gen Z:

It's not enough just to say you do or stand for something—you must put it into practice in a way that is transparent and authentic to your consumers. Gen Z, in particular, favors brands with strong values that show through in customer reviews, digital marketing, social media and advertising, as well as through the brand's actions in the........

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