They are the biggest global generation — and their choices are upending business from the US to China

When Scott Norton and Mark Ramadan were undergraduates at Brown University in Rhode Island a decade ago, they were horrified not by the 2008 financial crisis but by Heinz tomato ketchup. The bright red sauce was so common in shops and kitchens round the world that it seemed it would be there forever. "At the centre of supermarkets were all these classic American brands that hadn't evolved in 70 years," recalls Mr Norton.

As they talked to their student friends, they realised that none of them wanted bland, mass market products shipped from factories by huge corporations. So they started to [...]

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