Brands and corporations pay good money to people from Generation X to figure out how to get folks from Generation Y, the Millennials, to open their wallets. Now, a new group is getting corporate love: Generation Z (at least that’s what they’re called until someone finds a better name). Marketplace’s Mark Garrison spoke with Dan Gould, senior cultural strategist at market research firm Sparks and Honey, which is studying Generation Z and its growing buying power.

Click the media player above to hear Dan Gould in conversation with Marketplace Morning Report guest host Mark Garrison.

Meet Generation Z: Forget Everything You Learned About Millennials from sparks & honey