Maxine’s goal is twofold: First, convince corporate America—really all brands and companies—that Gen Z is a powerful market force, not just in buying power, but as serious cultural influencers as well. Second, once she makes this power abundantly clear, she seeks to help businesses understand how to engage Gen Z effectively. The teens of today (2018) are adept at certain skills and have unique access to information and technology, and are particularly outspoken. These and other factors mean that sleeping on Gen Z isn’t simply missing out on a potential market, but could in fact be detrimental to the livelihood of your company.