Zconomy: How Gen Z Will Change the Future of Business - and What to Do About It

Zconomy: How Gen Z Will Change the Future of Business - and What to Do About It

by Jason R. Dorsey, Denise Villa
Zconomy: How Gen Z Will Change the Future of Business - and What to Do About It

Zconomy: How Gen Z Will Change the Future of Business - and What to Do About It

by Jason R. Dorsey, Denise Villa


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The most complete and authoritative guide to Gen Z, describing how leaders must adapt their employment, sales and marketing, product, and growth strategies to attract and keep this important new generation of customers, employees and trendsetters.

Gen Z changes everything. Today’s businesses are not built to sell and market the way Gen Z shops and buys, or to recruit and employ Gen Z the way they find and keep jobs. Leaders need answers now as gen Z is the fastest growing generation of employees and the most important group of consumer trendsetters. 

The companies that quickly and comprehensively adapt to Gen Z thinking will be the winners for the next twenty years. Those that don’t will be the losers or become extinct.  Zconomy is the comprehensive survival guide on how leaders must understand and embrace Generation Z. 

Researched and written by Dr. Denise Villa and Jason Dorsey from The Center for Generational Kinetics, the insights in Zconomy are based on their extensive research, they’ve led more than 60 generational studies, and their work with more than 500 companies around the world.

In Zconomy, Dr. Villa and Dorsey answer: Who is Gen Z? What do employers, marketers, and sales leaders need to know? And, most importantly, what should leaders do now?

This is the critical moment for leaders to understand and adapt to Gen Z or become irrelevant. Gen Z is already reshaping the world of business and this change is only going to accelerate. Zconomy is the definitive manual that will prepare any executive, manager, entrepreneur, HR or marketing professional to successfully unlock the powerful potential of this emerging generation at this pivotal time.  

Product Details

ISBN-13: 9780062970299
Publisher: HarperCollins Publishers
Publication date: 09/22/2020
Pages: 288
Sales rank: 274,320
Product dimensions: 6.10(w) x 9.10(h) x 1.20(d)

About the Author

Jason Dorsey has been featured as a generational expert on 60 Minutes, The Early Show, and 200 more television interviews. His clients include many of the biggest brands in the world, from Four Seasons Hotels and Mercedes-Benz to Taco Bell and Discover. Dorsey has served on the board of both public and private companies, including Ultimate Software which was acquired for approximately $11 billion. As a keynote speaker, he has received more than 1,000 standing ovations around the world from audiences as large as 16,000.

Denise Villa, PhD, is the CEO and visionary behind The Center for Generational Kinetics (CGK), the leading Gen Z and generational research, speaking, and consulting firm. CGK works with over 100 clients around the world each year, ranging from financial services and global retailers to pioneering technology companies. The firm’s specialty is research that enables leaders at established brands to adapt to win new generations while teaching emerging companies how to quickly leverage generational change to grow faster.

Table of Contents

Introduction: Gen Z Is Here 1

Part I The Making of Gen Z

1 Welcome to the New Normal 19

2 Redefining the Term "Generation" 31

3 The Events That Shaped Gen Z 41

4 Life Through a 6.1-Inch Screen 55

5 Money, Saving, and Spending 75

Part II Meet the World's Most Influential Customers

6 What Gen Z Wants from a Brand 93

7 What Gen Z Is Buying 107

8 Earning Brand Loyalty with Gen Z 133

9 Customer Engagement and Awareness 145

Part III How Gen Z is Changing the World of Work

10 Getting the Right Start with Gen Z Employees 165

11 Unlocking the Gen Z Employee's Long-Term Potential 191

Looking Ahead: The Disruptive 10 225

Conclusion: Gen Z Is Just Getting Started 237

Acknowledgments 245

Notes 247

Index 259

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