Generation Z – born after 1995 – makes up 25% of the U.S. population and already contributes $44 billion to the economy. This up-and-coming generation has a completely different set of characteristics from millennials, including what they buy and how they interact with brands. Because of this, companies are struggling to understand how to effectively reach this demographic. Fresh U, an established media company with over 300 national contributors, is developing a media platform that integrates data analytics to help business-to-consumer organizations understand quantitative and qualitative factors about Generation Z. Through this platform, brands can access insights into Generation Z to understand how to craft their products and message to this unique generation.