Marketers are starting to look ahead to Generation Z, a young generation almost the nothing like the one that came before it. Gen Z includes those born after 1995 (some say 2000s), which accounts for 2 billion people worldwide. They grew up in a post-9/11 world, which has made them less optimistic than Millennials. Also, they grew up amid a recession, which has made them more frugal and conservative than Millennials. Gen Z is very socially aware and vocal about its ambition to change the world now, through volunteering -- and in the future, through their jobs.