The majority of today’s businesses are about to be blindsided. While they remain focused on Millennials, they are missing the big cultural shift underway. Today’s 12- to 22-year-olds —dubbed “Gen Z”— are coming of age against a backdrop of unprecedented political, social, technological, and economic change. These circumstances are shaping a generation that is changing our society, redefining cultural norms, and questioning decades-old geopolitical and business assumptions. In this session, Marcie Merriman, Executive Director at EY, will discuss who Gen Z is, how these young people are blurring expectations and crushing boundaries, and what businesses can do to prepare to meet their high expectations.