“The oldest Gen Z’ers are turning 18 this year, and we millennials, long used to being the cool kids, can already feel your cultural power pushing us to the side. While big and deeply uncool companies once paid $20,000 an hour to learn how millennials think, they’ve now moved on to shelling out cash for Gen Z experts, frequently paying teens themselves to advise on what’s cool. Gen Z has already been declared “the next big retail disruptor,” and consumer goods companies are already getting anxious about whether you’ll buy their shampoo.”