With an anticipated five generations entering the workforce by 2020, allow the transformative Six Forces of the Gen Z Effect to unify rather than divide. The lessons learned are particularly inspiring for businesses involved in marketing and creativity.
This book is an ambitious attempt to pin down the differences encapsulated in the generation of those born between 1995 and 2005 (Gen Z) and therefore just entering the consumer world. With anecdote, data and case history, it points out how businesses will have to change their approach to Gen Z. Written by two business academics, it follows established practice in setting...