Corporate Anxiety Fuels the Creation Of a New Industry: Gen Z Translators

Brands that fear for their survival unless they can connect with young people are fueling a boom in the business of Gen Z translation.

- By Katie DEIGHTON

Specialized agencies and market-research firms such as NinetyEight, named for its founders’ year of birth, are popping up, raising money and expanding. Legacy marketing and publicity firms are buying or building equivalents such as Edelman’s Gen Z