After X and Y, Z logically comes next.
The consumption patterns in coming years will increasingly be shaped by Generations Y (1981–1995) and Z (born after 1995). Yet middle-aged Generation X (1965-1980) as well as the baby boomers (1956-1965) will continue to have much sway. Every generation is shaped by historical and social experiences and events. These affect the personal expectations and individual media use habits.