Stop Talking About Millennials and Get Ready for Gen Z Be prepared. This is a group of rebels.

The first members of Generation Z will be graduating from college in a few years, and market researchers and trend forecasters are clamoring to tap into their psyches. Will this latest crop of youngsters reshape how we do business tomorrow? We put two generational experts -- Scott Hess, EVP of human intelligence at Mediavest | Spark, and Jake Katz, VP of audience insights and strategy at Revolt TV -- in the hot seat.

Related: Are You Ready for Gen Z?

Gen Z hasn't yet flooded the workforce. Isn't it a little early to start worrying about them?
Katz: I'd rather be early than late. Generations tend to be innovative as they're younger and then grow more similar as they get older. That's a mistake folks made when talking about millennials. Employers thought the world would change, but there are always more similarities between generations at the same age than there are differences. Once people apply a generational moniker, though, it's so common to treat millennials or Generation Z like a unique species.