Corporate America is struggling to adapt to Gen Z

This age cohort’s obsession with customised experiences poses significant challenges for companies

Gen Z cares far more deeply about social and environmental issues than their elders. PHOTO: NYTIMES
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In recent months, the payments company Visa has quietly started to offer customers a new feature: a digital tool that lets them cap spending in a personalised way, for example by restricting the bill at coffee bars to a preset limit each week.

Nothing odd about that, you might think. With inflation undermining household budgets, and credit card debt at record highs in countries such as the US, consumers have reasons to restrict themselves.

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