There are now consulting firms to help brands and companies trying to reach Generation Z, the generation following millennials that consists of young people born from the mid-1990s through the early 2000s.

Here & Now‘s Robin Young talks with Princeton University sophomore Nick Jain (@JUVConsulting) about JÜV Consulting, run by high school and college students with the goal of providing brands with insights into youth culture.

Copyright NPR 2020.