Growing up in an era of ubiquitous digital technology and an unmatched rate of change, Generation Z has developed an interconnected and fluid way of processing the world, rather than digesting it through a binary framework. The impact of this mindset is examined in research by Depop and Bain & Company based on a survey of more than 2,000 members of this rising consumer cohort. For Gen Z, it’s not so much about this or that, but rather, this and that: awareness and vulnerability, individuality and community, digital and physical, commerce and entertainment, consumption and production, value and values.