No one quite knows what to call the next generation after the Millennials. Ideas include Generation Z, the Rainbow Generation, the Selfie Generation, or even the Homelanders. Scott Hess is trying to coin the term POSTS, short for post-millennials. He’s Senior Vice President of Human Intelligence at media agency Spark here in Chicago. Hess has been researching our youngest generation. He shared his insights with Crain’s Chicago Business, and he helps us understand what makes these young people tick, and how agencies will market to them. Photo: Flickr/tracilawson