The marketing industry has been hyper focused on Millennials for the past two decades, but they have already peaked as a percentage of the adult population, making up just over 40% of the global population. By 2030 this percentage is expected to drop to just under 37% as Generation Z starts to come of age.

Generation Z consists of people who were born from 1995 to 2010. These individuals have grown up in a digital world and have very different viewpoints than generations that came before them. They’re also more diverse than any other generation in history.

A more diverse audience can make content marketing challenging, but it also opens up more opportunities to reach different segments of that audience through personalization.

These consumers are more aware than ever before of the effects of their buying habits on the environment and society. People are taking more care over the products they choose to buy and the brands with which they choose to associate. Responsible consumerism and corporate social responsibility must be built into your marketing strategy.

If you’ve been focusing your marketing strategy on Millennials, it is time to take a step back and come up with some new ideas for reaching the workforce and decision makers of tomorrow.