I recently enjoyed attending the Small Business Festival Victoria’s premier event, which was full of inspirational speakers. However, there was something a little unnerving about viewing my generation’s innate buying habits being lectured to an eager, note-taking crowd. With iGen (Generation Z) projected to account for 40% of all consumers by 2020, there can be no doubt about the value of this information, but I would suggest in occasionally pursuing different, more direct methods to obtain it.