Generation Z, the generation after millennials (born between 1995 and 2012, according to Forbes) makes purchasing decisions differently from every previous generation, mostly because of how they engage with digital and social media, according to influencer marketing agency Mediakix.

These consumers are known as “digital natives” because they are the first generation that didn’t know the world before the internet. In order to earn this next generation of consumers, independent home improvement retailers need to be present in the spaces where Generation Z spends a majority of their time, which is with a smartphone in hand.

Full Story