In several forums on digital transformations that I attended in the last two years, I would ask the panelists on whether they are incorporating Generation Z millennials into their product development strategy. In such forums you never get a yes or no answer and that is understandably ok, but the silence prior to saying anything makes it clear. It takes an effort to think about it when it should not be. Digital first or mobile first strategy should begin by clustering customers (and employees because they can influence your customers) by generation (silent gen, boomers, X, Y, and Z). Spend more research in determining differences in behavior toward your current or future products. The Z generation could ultimately drop your product altogether, so it important to maintain such outlook and strategize accordingly.