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As a millennial entrepreneur, I’ve spent the past five years connecting with the darlings of my generation while building my online media and e-commerce business, Brit + Co. But lately, I’m beginning to feel like I’m no longer part of the popular crowd at school. The focus has shifted to a new group of kids in town: Generation Z.

Last year, I sat in on an internal strategy discussion at a Fortune 500 beauty brand where the CEO spent 30 minutes discussing this new generation; the term “millennial” seemed to be used in the past tense. The company, she said, would spend billions of dollars in the coming years to capture this younger crowd. In another meeting, the chief marketing officer of a well-known shoe brand told one of my executives: “If you can deliver me 14-24 year olds, I will get you whatever dollars you need.”

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The traditional business tactics of generations past won’t work to reach Gen Z.