References

Links: 

  • https://www.entrepreneur.com/franchises/embrace-gen-z-values-to-bolster-franchise-growth/482213
  • https://www.linkedin.com/pulse/gen-zs-takeover-how-brands-can-win-over-most-influential-ihmsf#:~:text=To%20resonate%20with%20this%20generation,%2C%20sourcing%20practices%2C%20and%20values.

Individual theory research links:

  • https://telmarhelixa.com/resources/unlocking-gen-z-33-insights-to-win-over-gen-z-customers