Brands are scrambling to crack the code on Gen Z, pouring their fair share of dollars into market research and influencer partnerships in the hopes they can grasp their six-second attention spans. With $44 billion in spending power and the expectation to represent 40% of consumers by 2025, Gen Z is undoubtedly reshaping markets faster than any generation before them. 

But brands are still struggling to understand how to reach them.

Instead of relying on presumed stereotypes or assumed beliefs, there’s a group of understudied and under appreciated people who might have all the secrets—Gen Z founders.