In this chapter, the 90s Generation will be introduced and defined on the basis of an exposition of characteristics emerging from the period in which this generation grew up and came of age. Key characteristics of the 90s Generation will be conceptualized and the implications of the emergence of this generation for businesses will be described. Characteristics of the 90s Generation will be compared and contrasted with those of the other generations.
KeywordsBaby Boomer Early Puberty Personal Branding Helicopter Parenting Pocket Money
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