Gen Z is the most ethnically diverse population in US history. More than two-thirds believe that gender does not define a person as it once did. And 81% say negotiating multiple online identities is life as usual. Gen Z is developing the largest identity departure from any previous generation, and this shift has significant implications for products and services over the next 10-20 years. Companies will have to not only accommodate these new identity structures, but also support, strengthen and participate in their evolution. In this talk, Jaclyn Suzuki will explore how Gen Z’s concept of identity will influence products & services in 2025, and how you can prepare for these “new norms” now.