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 dimensions:||6.10(w) x 9.10(h) x 1.20(d)|
About the Author
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