Cultural marketing agency Culture Group and storytelling platform Wattpad have collaborated to produce a whitepaper positioning Gen Zs as "the Creation Generation" because of their love for creating stories and sharing them with the world. Gen Zs grew up with the Internet, which has democratized creation in a way never seen before by allowing everyone to express their thoughts. It is clear that Gen Zs care more about issues and are more willing to express themselves. Michael Patent, Founder and President of Culture Group, discusses Gen Zs' defining characteristics and how advertisers can tap into Gen Z's uniqueness to produce more compelling narratives. We also talk about how Gen Zs' defining traits change over time, and how this will lead to different behavior, hobbies, likes and dislikes, etc. About Culture Group Culture Group is a brand advisory and integrated marketing agency delivering transformative cultural ideas across Asia. They are cultural provocateurs, makers, and thinkers who collaborate with brands to disrupt the norm, shaping consumer moments into brand movements. The company builds unique partnerships between brands and entertainment properties, articulating its vision and executing a strategic approach across all consumer touchpoints. Our client list includes some of the most recognized and well-respected brands in Asia.