Many businesses have been talking about the millennials for over 10 years. Millennials as customers, millennials as employees, “How to be a workplace that attracts millennials”. Now we see Gen Z entering the workplace, and hopping on customer journey trains as consumers, at least in B2C. Is this gen Y - Z “token-dropping” even a helpful rhetoric, after all? How can we best navigate the generational shift in the market and workspace? And are we really serving every generation of our customers (partners/employees/future employees) as Kings and Queens?