By Michelle Manafy

Generation Z, those born between 1995 and 2012, will account for 40% of all consumers by the year 2020. Although they are “digital natives,” these price-conscious shoppers buy in brick and mortar stores most of the time. And they influence $44 billion in discretionary spending. So, while millennials have monopolized the marketing spotlight for quite a while, Gen Z is well worth getting to know…