ECONOMICS

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

Harper Business. Jul. 2020. 288p. ISBN 9780062970299. $29.99. BUS
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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.
VERDICT Vital for all businesses and organizations with any direct contact with Gen Z. Highly recommended for all university libraries supporting business and psychology curriculum.

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