With SXSW Interactive behind us, what are some of the insights that we can apply to the communications field? One of the most illuminating topics covered was the emergence of Gen Z, now 83 million strong. This group of 5 to 20-year-olds (¼ of the U.S. population) strays from the path that Millennials have blazed, forcing companies to once again rethink their approaches to this upcoming demographic shift. Characterized as ethnically diverse, gender fluid, and multiracial, Gen Z is a new breed of consumer. By 2020, they’ll grow to 40% of all consumers in the United States with $3.2 trillion in purchasing power.