Enough about millennials, already. Engagement Labs has introduced a comprehensive study of Generation Z: “Gen Z: The TotalSocial Generation.” Though still teens today, the report says they’ll make up 40 percent of all consumers by 2020. The study, based on surveys of 6,736 people aged 13-20 over the course of a year, asked respondents what they had talked about in the previous 24 hours, including conversations both face-to-face and online. It revealed that Gen Z is “highly talkative” about brands: They average more than 13 conversations about products and services each day, compared with just under 10 for those 21 and older.

Which brands are they talking about most? According to data and analytics firm Engagement Labs, iPhone and Apple top the list. Traditional youth brands like Hollister, Abercrombie & Fitch and Aéropostale are not so much a part of the conversation as perhaps in previous generations, but some more traditional brands — those with a commitment to environmental sustainability in particular — are rising. Among them: Scott Tissue, Breyers Ice Cream, Ace Hardware and Post cereals. The key to connecting with Generation Z, according to the report, is to listen — and learn.