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.
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.
“Jason’s work with our team has had a profound impact on how we communicate with our consumers and manage our multi-generational workforce.”
— Steven Williams, CEO of PepsiCo Foods North America
“Zconomy is exactly what CEOs, board members, and innovators need to read to strengthen their future with Gen Z. It provides a clear and valuable roadmap of how to connect and build employee engagement and customer loyalty.”
— Betsy Atkins, member of the boards of directors of Volvo Car AB, Wynn Resorts, and Oyo
“Zconomy delivers the step-by-step solutions leaders need to understand Gen Z and take action right away.”
— Steve Cannon, CEO of AMB Sports + Entertainment (owners of the Atlanta Falcons) and former president and CEO of Mercedes-Benz USA
“Listen to Denise and Jason! As someone on the frontlines of entertainment and culture, I highly recommend Zconomy. Every creator, leader, and parent should read this book.”
— Kenan Thompson, longest-tenured cast member of Saturday Night Live
“Zconomy is a must-read guide from the most authoritative voices on generational studies of our time. It is insightful, comprehensive, and uses real-world practical applications to provide invaluable guidance in navigating this generation of disruptors.“
— Andrea Brimmer, chief marketing and public relations officer of Ally Financial
“Zconomy is the guide that leaders need to engage this new generation of consumers and employees, and transform the future of their own enterprise.”
— Erik Anderson, Executive Chairman, Topgolf Entertainment Group; Founder, WestRiver Group
“Dr. Denise Villa and Jason Dorsey deliver a rare combination of research, insights, strategies, and practical knowledge that any executive can immediately use to understand Gen Z, unlock its potential, and shape the future of their business.”
— William Cunningham, PhD, Member, Board of Directors, Southwest Airlines, Lincoln Financial; former Chancellor of The University of Texas System
“Zconomy delivers the stories, insights, and actions that leaders of every generation can use to bravely lead Gen Z in a post-pandemic world.”
— Alison Levine, New York Times bestselling author of On the Edge: Leadership Lessons from Mount Everest and Other Extreme Environments
“Well-researched, entertaining, and packed with practical tools and advice, Zconomy should be your go-to guide for unlocking the huge potential of Gen Z.”
— Andy Sieg, President, Merrill Lynch Wealth Management
“Zconomy is a must read. Dr. Villa and Dorsey deliver much-needed strategies, missing data, and insights for executives, business leaders, and board members who need to understand how to engage with Gen Z.”
— Martin Taylor, Managing Director, Vista Equity Partners, President, OneVista
"Vital for all businesses and organizations with any direct contact with Gen Z. Highly recommended for all university libraries supporting business and psychology curriculum."
— Library Journal (starred review)