Aged 14-21, with a distinct mind-set that sets them starkly apart from first-era Millennials, Generation K (K is for Katniss Everdeen, heroine of the Hunger Games) is the greatest challenge – and the greatest opportunity – brands face today.

Unlike the “Yes we can” generation, who grew up believing the world was their oyster, for this generation, the world they inhabit seems more unequal and harsher. When asked whether they think their lives are likely to be more of a struggle than those of their parents’, they answer in the affirmative. 79% of Generation K worry about getting a job while 72% are concerned about debt.

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