Generation Z
Okay, it is a rubbish label. You might have thought they'd come up with something better by now. Nonetheless, Gen Z are the group born since just before the start of the Millennium. Not Thatcher's children -- more New Labour's offspring.
Poor lambs, they are still in their teens and someone has already slapped a label on them. Post-Millennials, Gen Wii, iGeneration were all floated by USA Today back in 2012, but Gen Z seems to have stuck.
Too young to remember 9/11, they have grown up in a world in political and financial turmoil. As a result, they are keen to look after their money, and make the world a better place. A report by Sparks & Honey, a US advertising agency (it is invariably ad agencies which try to fix labels to people), describes this generation as the "first tribe of true digital natives" or "screenagers". But unlike the older Gen Y, they are smarter, safer, more mature and want to change the world. Their pin-up is Malala Yousafzai, the Pakastani education campaigner, who survived being shot by the Taliban, and who became the world's youngest ever Nobel Prize recipient.
They are -- to their cynical Gen X parents -- almost nauseatingly worthy, keen to volunteer and aware that an education is to be treasured. Sparks & Honey says 60 per cent of them want to have an impact on the world, compared with 39 per cent of Millennials.