1 / Generation Next We’re living in a millennial world. But how long until the following generation takes hold? America’s newest demographic, Gen Z, comes with its own set of peculiarities—and challenges. Although these youngsters—the oldest of the bunch are just 21—may not have spending power quite yet, they’re already wielding influence in the marketplace. (Case in point: jewelry brand Ippolita collaborating with Insta-queen Kendall Jenner, above.) Having never lived without the internet, they are social media addicts. To reach them, you’ll need to be one too. Just keep in mind Gen Z’s highly selective filters and supposed eight-second attention spans. See the world through their screen-obsessed eyes—and make it snappy. —Brittany Siminitz 2 / Strung Out New? Certainly not. But there’s something about the simplicity of a gemstone bead that keeps the ancient