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

The most complete and authoritative leadership 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. This is a critical challenge in workforce management, and 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, a masterclass in business strategy, 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 on consumer behavior, 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 on generational differences 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.  

This essential guide delivers research-backed insights and actionable strategies to:

• Recruiting and Retaining Talent: Adapt your hiring and management approach with specific tactics to attract, motivate, and develop the fastest-growing generation of employees.
• Effective Marketing Strategies: Learn what Gen Z expects from brands, how they really shop, and why traditional sales and marketing tactics will fail with this crucial consumer group.
• The Future of Business: Grasp the key generational drivers shaping the marketplace and position your company to win for the next twenty years by understanding Gen Z thinking.
• Engaging Digital Natives: Leverage insights from over 60 studies to communicate, sell, and build trust with a generation that has never known a world without smartphones.