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

Dorsey (cofounder, president, Ctr. for Generational Kinetics) and Villa (CEO, cofounder, CGK) present a comprehensive analysis of the characteristics of Generation Z (born roughly between 1996 and 2012). The consulting firm Altitude estimates that Gen Z makes up a quarter of the U.S. population and 40 percent of all consumers. The key points covered include the significant events that shaped Gen Z; how the group is continuously interconnected; how Gen Z earns, spends, and saves money; the importance of branding to Gen Z; the preferred products consumed by the group; strategies for how companies can engage Gen Z customers; and essential aspects for human resource development in recruiting, hiring, and maximizing the potential of this age group. The authors remind readers that Gen Z presents enormous opportunities for businesses if those in leadership are willing to adapt to the characteristics of this massive population. While this material is not necessarily dominated by peer-reviewed psychological research, the authors’ extensive experience in surveying and analyzing this major consumer group has developed their unique expertise.