Zconomy

April 27, 2020
A discussion of the buying and working habits of Generation Z arrives in this puzzlingly obvious guide from Dorsey and Villa, respectively president and CEO of the Center for Generational Kinetics. They describe having conducted, for the past four years, an annual “State of Gen Z” study, leading to the “key conclusion” that “the ways in which leaders typically recruited, managed, and marketed to older generations will not work with Gen Z.” It’s genuinely difficult to imagine which businesspeople might still need to hear this, and the effect is that this guide comes across like a missive from 10 years ago. The authors delve into how Gen Zers spend money (mostly online and largely on-demand), how to win their brand loyalty (they cite Nike’s ad with Colin Kaepernick as a success story), and their strong work ethic and independent attitude as employees. The familiar observations, such as of young peoples’ affinity for their phones, fall flat, and the authors’ fascinated tone strikes a slightly creepy note, as if they’re marveling at animals in zoos rather than analyzing the buying habits of human beings. The resulting primer is outdated and safe to skip. Agent: Nena Madonia Dupree, Miller & Assoc.

Starred review from July 1, 2020

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.--Dale Farris, Groves, TX

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