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Zconomy: How Gen Z Will Change the Future of Business—and What to Do About It – The Definitive Guide to Adapting Strategies for Employees and Customers
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 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.
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 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.
281 pages, Kindle Edition
First published September 22, 2020
79 people are currently reading
567 people want to read
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Displaying 1 - 30 of 39 reviews
April 2, 2023
This book reads like an introduction to gen z for someone who has never interacted with anyone outside ever.
Some Interesting bits. Mostly consulting speak nonsense. Generalized statements that don’t actually give you any sort of actionable items.
Gen Z grew up with technology. They like good customer service. They care about things and causes. I find myself more irritated with this book than anything.
Some Interesting bits. Mostly consulting speak nonsense. Generalized statements that don’t actually give you any sort of actionable items.
Gen Z grew up with technology. They like good customer service. They care about things and causes. I find myself more irritated with this book than anything.
October 14, 2020
Way too long. Some interesting insights though.
April 4, 2024
Jenerasyon teorisini farkli yas gruplarinin gelistirdigi ortak davranış biçimlerini anlamak adına kıymetli buluyorum ve bu konu üzerine kafa yoruyorum. Bu kitap da çok değerli araştırmalarının sonuçlarının paylaşılıp yorumlandığı önemli bir akademik kaynak. Ancak kitabın neredeyse tamamında Türkiye'nin Z kuşağı ile ABD'nin Z kuşağı arasında ciddi farklar olduğunu hissettim. Özellikle teknoloji ve onun etkileri odak konu ama ABD gençliğinden örnek verilen uygulamaların çoğu ya Türkiye'de yok ya da popüler değil. Kitabı okurken örnek vakaları kafamda buraya uyarlayarak yorumlamaya çalıştım ama bu sadece varsayımsal sonuçlar üretmemi sağladı. Kendi adıma kültürel bariyerlerimden de dolayı beklediğim faydayı sağlayamadım.
March 31, 2022
Непогана книга для ознайомлення з поколінням зумерів, але на мою думку вона є затягнутою.
Аудіокнига триває більше 10 год, дуже багато інформації повторюється.
Можна як мінімум половину скоротити)
Аудіокнига триває більше 10 год, дуже багато інформації повторюється.
Можна як мінімум половину скоротити)
November 6, 2020
So.
Part of this book was great at forward-thinking about how Gen Z will progress in the future.
However, some of the content was cringy and also really pipedreamy like the writing of Kaku.
The contents were pretty basic. Still good content.
I'd recommend for anyone who deals with young generations for their career.
3.2/5
Part of this book was great at forward-thinking about how Gen Z will progress in the future.
However, some of the content was cringy and also really pipedreamy like the writing of Kaku.
The contents were pretty basic. Still good content.
I'd recommend for anyone who deals with young generations for their career.
3.2/5
May 31, 2025
Дочитала нарешті)) В цілому не можу сказати, що це було прям погано, але орієнтована явно на людей, які не є «зумерами» або взагалі ніколи з ними не контактували (сумніваюся, що таких багато 😄).
Є цікаві статистичні дані, а от якихось незвичних цікавих порад відшукати не вдалося. Першочергове, що має налагодити роботодавець зі своїм працівником — це комунікація, і не важливо, до якого покоління він відноситься. Так само із повагою і визнанням цінності праці. Це не бонус, це базові умови для комфортної праці.
Дякую!
Є цікаві статистичні дані, а от якихось незвичних цікавих порад відшукати не вдалося. Першочергове, що має налагодити роботодавець зі своїм працівником — це комунікація, і не важливо, до якого покоління він відноситься. Так само із повагою і визнанням цінності праці. Це не бонус, це базові умови для комфортної праці.
Дякую!
September 22, 2024
Boa introdução aos hábitos de consumo e de vida da Geração Z. Algumas ideias interessantes para por em prática nos negócios, para atrair e manter a nova geração. Alguns aplicativos citados perderam força desde que o livro foi escrito. Outros ganharam.
October 25, 2021
If you believe the authors, consultants from The Center for Generational Kinetics, Generation Z, born approximately between 1996 and 2012, will change the future of business. Period. They are very different from all who have come before them. Need convincing? Read this book or, if your interest is business-oriented, download their materials from their website with a variety of reports featuring the results of ongoing research into Gen Z as employees, customers and trendsetters. Or, you could read any of the other articles and books that say there are no generational distinctions; it's all an invention, a lucrative revenue source for consulting firms like this one. After reading this, I'm hoping against all hope it's the latter. This is a nightmare.
This book delivers on its promise to show the reader "how to recruit employees and help them thrive within your company to unexpected strategies for marketing selling, and driving new consumer experiences that Gen Z loves" (3). This is not limited to the U.S. and draws from around the world.
From 1998-2018, Beloit College published a Mindset List to help professors understand their students and reconsider their cultural references. Marist College took over the responsibility, kind of. Marist's version is more serious and not nearly so eye-opening, but you can read it yourself. Chapter 2 does something similar. It helps the reader to understand Generation Z. "Gen Z does not remember 9/11" and "has come of age with the COVID-19 pandemic creating fear" and "massive disruption" (7), an African-American president elected twice, gay marriage, school shooting, "nasty political discourse," and people "making a living from social media" on Instagram and YouTube. (42).
They have significant anxiety and stress--mental health and climate are primary concerns, which I can confirm in spades from my work with high school seniors. The book doesn't say so, but The Chronicle of Higher Education does, that Gen Z believe themselves to be attuned to social justice, in the way that universities indoctrinate students these days, enforcing limits on free speech and cancelling anyone who departs from the accepted narrative, elevating anecdotal evidence above the empirical. Ironically, the same students who spout off about social justice and income inequality hire me to help them matriculate at the universities in the U.S. that have more students from the top 1% than the entire bottom 60% in terms of income and net worth. They're not eager to actually rub elbows with the proletariat in the community colleges, but they will want to work for the consulting firms that, in solidarity, minister unto "our little brown brothers" and tell them what's best for them. And of course, they need to have a self concept of being righteous.
Gen Z are greatly affected by "the huge cultural shifts brought on by on-demand everything, inexpensive mobile technology, and divisive political climate," financial stress from the Great Recession and student loan debt, wage stagnation, the rising cost of rent...."this is the only world Gen Z knows" (43). This is sad, except for those select members of Gen Z who stand to be the "beneficiary of a massive wealth transfer" in excess of $20-30 trillion, a segment of the population, but certainly not a sizable one.
Computers are for schoolwork; phones are for everything else, like social media and personalized learning on YouTube. 65% of females and 50% of males are on their phones 5+ hours a day. 30% "are on their phone after midnight every night" (59).
Gen Z as customers
The authors direct vendors to build brand loyalty now, in view of that pending wealth transfer. Better find a message that resonates and goes viral, so use those focus group and influencers. Make the brand personal, engage, make it simple to buy with 1-click and returns easy, build loyalty and encourage referrals with shareable content. Cynically, make the brand "stand for something bigger than its products," a platform for activist "conscious consumerism," (like the way you become a feminist by wearing a certain brand of lipstick). Eye roll. And Gen Z loves thrift stores and will not tolerate poor quality. Really? Then why the meteoric consumption of cheap clothing from China, like Shein and H&M, that are causing environmental harm (each pair of jeans needs 10,000 gallons of water from start to finish)?
Gen Z as employees
The same goes for jobs that worked for consumers: if your brand stands for something bigger, that's more attractive. Post many less than 30-second high energy videos of the culture featuring plenty of Gen Z. Be crystal clear with bullet points regarding expectations for the interview, and in the job offer (like starting date and time and schedule for first week), and about the job itself. Convey enthusiasm about their joining the team. Let them know where to park and whom to ask for when they arrive. What do they want?
• To learn and develop
• flexible schedules,
• a pay increase within a year,
• opportunities for advancement,
• lifestyle benefits,
• paid time off,
• snacks,
• access to pay every day
• introduction to company values and culture
• short, video-based training and person-to-person reinforcement
• personalized training to be successful for the first 3-5 months
• gamified on-boarding
What the hell? It strikes me that prospective employers are likely to balk at the suggestion that upon hiring Gen Z, you need to pair them with a welcome mentor, give them small gifts each day for the first week, ask them what snacks they want and stock the back room with them, give lots of positive feedback at least once a week, and very specific instructions. They don't know how to engage with people on the phone, so they'll need a great deal of training for behaviors that other folks take for granted.
Gen Z might be best accommodated by their parents, in a basement apartment, playing video games or texting to their hearts' content. After reading this, you'll wonder if you want them on your team.
This book delivers on its promise to show the reader "how to recruit employees and help them thrive within your company to unexpected strategies for marketing selling, and driving new consumer experiences that Gen Z loves" (3). This is not limited to the U.S. and draws from around the world.
From 1998-2018, Beloit College published a Mindset List to help professors understand their students and reconsider their cultural references. Marist College took over the responsibility, kind of. Marist's version is more serious and not nearly so eye-opening, but you can read it yourself. Chapter 2 does something similar. It helps the reader to understand Generation Z. "Gen Z does not remember 9/11" and "has come of age with the COVID-19 pandemic creating fear" and "massive disruption" (7), an African-American president elected twice, gay marriage, school shooting, "nasty political discourse," and people "making a living from social media" on Instagram and YouTube. (42).
They have significant anxiety and stress--mental health and climate are primary concerns, which I can confirm in spades from my work with high school seniors. The book doesn't say so, but The Chronicle of Higher Education does, that Gen Z believe themselves to be attuned to social justice, in the way that universities indoctrinate students these days, enforcing limits on free speech and cancelling anyone who departs from the accepted narrative, elevating anecdotal evidence above the empirical. Ironically, the same students who spout off about social justice and income inequality hire me to help them matriculate at the universities in the U.S. that have more students from the top 1% than the entire bottom 60% in terms of income and net worth. They're not eager to actually rub elbows with the proletariat in the community colleges, but they will want to work for the consulting firms that, in solidarity, minister unto "our little brown brothers" and tell them what's best for them. And of course, they need to have a self concept of being righteous.
Gen Z are greatly affected by "the huge cultural shifts brought on by on-demand everything, inexpensive mobile technology, and divisive political climate," financial stress from the Great Recession and student loan debt, wage stagnation, the rising cost of rent...."this is the only world Gen Z knows" (43). This is sad, except for those select members of Gen Z who stand to be the "beneficiary of a massive wealth transfer" in excess of $20-30 trillion, a segment of the population, but certainly not a sizable one.
Computers are for schoolwork; phones are for everything else, like social media and personalized learning on YouTube. 65% of females and 50% of males are on their phones 5+ hours a day. 30% "are on their phone after midnight every night" (59).
Gen Z as customers
The authors direct vendors to build brand loyalty now, in view of that pending wealth transfer. Better find a message that resonates and goes viral, so use those focus group and influencers. Make the brand personal, engage, make it simple to buy with 1-click and returns easy, build loyalty and encourage referrals with shareable content. Cynically, make the brand "stand for something bigger than its products," a platform for activist "conscious consumerism," (like the way you become a feminist by wearing a certain brand of lipstick). Eye roll. And Gen Z loves thrift stores and will not tolerate poor quality. Really? Then why the meteoric consumption of cheap clothing from China, like Shein and H&M, that are causing environmental harm (each pair of jeans needs 10,000 gallons of water from start to finish)?
Gen Z as employees
The same goes for jobs that worked for consumers: if your brand stands for something bigger, that's more attractive. Post many less than 30-second high energy videos of the culture featuring plenty of Gen Z. Be crystal clear with bullet points regarding expectations for the interview, and in the job offer (like starting date and time and schedule for first week), and about the job itself. Convey enthusiasm about their joining the team. Let them know where to park and whom to ask for when they arrive. What do they want?
• To learn and develop
• flexible schedules,
• a pay increase within a year,
• opportunities for advancement,
• lifestyle benefits,
• paid time off,
• snacks,
• access to pay every day
• introduction to company values and culture
• short, video-based training and person-to-person reinforcement
• personalized training to be successful for the first 3-5 months
• gamified on-boarding
What the hell? It strikes me that prospective employers are likely to balk at the suggestion that upon hiring Gen Z, you need to pair them with a welcome mentor, give them small gifts each day for the first week, ask them what snacks they want and stock the back room with them, give lots of positive feedback at least once a week, and very specific instructions. They don't know how to engage with people on the phone, so they'll need a great deal of training for behaviors that other folks take for granted.
Gen Z might be best accommodated by their parents, in a basement apartment, playing video games or texting to their hearts' content. After reading this, you'll wonder if you want them on your team.
December 5, 2020
I don't need this book. I've lived it. I read the first 20 pages or so and skimmed the rest.
I have a 13yo daughter, four nieces and nephews ages 14-22. I also have some professional and social gen z acquaintances. This book seems mostly written for folks who don't know any gen z people.
I have a 13yo daughter, four nieces and nephews ages 14-22. I also have some professional and social gen z acquaintances. This book seems mostly written for folks who don't know any gen z people.
January 14, 2021
We get it, Gen Z is on their phones a lot. Lots of empty statistics without meaning. The biggest thing I got from this books was some ideas for future stock market companies to research (which the authors speculate won't be used by Gen Z....)
September 26, 2022
Книга про покоління зумерів, а не те, що можна подумати через першу літеру.
Дуже багато «води». Інформація повторюється з розділу в розділ, просто іншими словами.
Дуже багато «води». Інформація повторюється з розділу в розділ, просто іншими словами.
May 27, 2025
So basically, my review is two big things when you’re reading this book in your power and through you’re gonna realize almost every third paragraph the authors just repetitively repeat “they’ve never grown up in a world without___________.” Whether they’re referring to Alexa, smart TVs, smart phones, Internet, google, or iced water; it gets old, fast. The other thing is you know it has an on and off switch unplugged the TV turn off Alexa throw out your water. Do whatever you need to do to actually be a better parent versus relying on the Internet or letting your kids have access to advanced technology if you actually want them to retain stuff and not be distracted as they’re studying.
Second, this book released during the pandemic. We are now seeing the effects of the pandemic on GenZ. The influencer economy is not only allowing teens and preteens to become multimillionaires, but not even think about the old way of managing money or being frugal or miserly. The after effects of the pandemic and the way people can transition from upper middle class to multimillionaires is not well stated or well documented in this book, which makes this book dated with insufficient observations.
Second, this book released during the pandemic. We are now seeing the effects of the pandemic on GenZ. The influencer economy is not only allowing teens and preteens to become multimillionaires, but not even think about the old way of managing money or being frugal or miserly. The after effects of the pandemic and the way people can transition from upper middle class to multimillionaires is not well stated or well documented in this book, which makes this book dated with insufficient observations.
January 1, 2025
One of those books that should have been a blog post.
I'm Gen Z. Skimmed right through this whole book within 5 minutes - it all sounds very generic and even slightly outdated. We don't play Fornite anymore.
The best way to learn about the consumer habits of Gen Z would probably be to meet one. We love trends, Tiktok, and online shopping.
The author also uses the words "Gen Z" repeatedly: Gen Z will change the future of business. Gen Z has different consumer habits. In this modern age, you must change to fit Gen Z's preferences or you will wither or die.
This book isn't worth reading
I'm Gen Z. Skimmed right through this whole book within 5 minutes - it all sounds very generic and even slightly outdated. We don't play Fornite anymore.
The best way to learn about the consumer habits of Gen Z would probably be to meet one. We love trends, Tiktok, and online shopping.
The author also uses the words "Gen Z" repeatedly: Gen Z will change the future of business. Gen Z has different consumer habits. In this modern age, you must change to fit Gen Z's preferences or you will wither or die.
This book isn't worth reading
March 30, 2020
This book is an authoritative deep dive into Gen Z and what the business world needs to know about them.
The authors start with a look into Gen Z including the results of an exhaustive amount of research and a survey by Gen Z participants. The next chapters deal with marketing to Gen Z and why they are so important to businesses.
The last chapter talks about Gen Z as an employee. It covers how to get them to apply and how to get them to stay in your employ.
I found it fascinating and I felt that I could use these ideas in the future.
The authors start with a look into Gen Z including the results of an exhaustive amount of research and a survey by Gen Z participants. The next chapters deal with marketing to Gen Z and why they are so important to businesses.
The last chapter talks about Gen Z as an employee. It covers how to get them to apply and how to get them to stay in your employ.
I found it fascinating and I felt that I could use these ideas in the future.
May 5, 2021
As leaders and parents we need to fight to gain perspective. While I might understand social media, how it used and also the way it influences current generations. It’s exists, therefore there is a way to leverage it to build connections and effectively communicate.
I highly recommend this book for anyone that is interested by my above comments. It opened my eyes to how these tools are changed the economy and being utilized by current adolescents and young adults.
I will definitely be going back to read this one again. A lot of practical stories and scenarios covered in the pages.
I highly recommend this book for anyone that is interested by my above comments. It opened my eyes to how these tools are changed the economy and being utilized by current adolescents and young adults.
I will definitely be going back to read this one again. A lot of practical stories and scenarios covered in the pages.
Read
August 2, 2023This book is mostly aimed at companies looking to sell to or hire the Gen Z youth. Parts of it were super cringey and felt manipulative. Other parts were really informative & eye opening. As a librarian, this generation is going to be the next set of parents that I’ll need to connect with and support through my work in the library. It was helpful to see what needs to be done to build that trust & connection with this new generation.
February 25, 2024
Say it as the introduction, say it again at more length as the middle and say it again as the conclusion. Potentially with a few more say it agains in there. This did not warrant the length of book. There are some good points - some shocking points, but there are also points which have been true of every new generation. Yes I learnt a few things, but why I persevered all the way to the end is beyond me.
January 14, 2025
Very insightful information. Love that it talked about the differences between generations. I feel that we've gained knowledge that we can make part of our marketing strategy as well as our hiring, retaining and talent strategies. I feel that this information will make us a stronger organization. I passed this book on to other members of our teams. The only reason I scored this down a bit was due to the dated data in places.
February 5, 2025
Перші два розділи про особливості покоління Z і його особливості в споживанні були дуже цікаві. Зі сторони оцінити і дослідити відмінності твого покоління від інших було дещо неочікувано, але захопливо. Та 3 розділ, про застосування усієї цієї інформації для залучення зумерів на роботу, доволі поверхневний. Багато поінтів пов'язані явно більше з молодю, ніж з особливостями покоління. Але, загалом, мені сподобалось
December 8, 2022
I didn't complete this book, but was impressed with the breadth of knowledge the authors displayed. Dr. Villa and Jason Dorsey have done a great deal of research on how different generations interact, and how generations are motivated and defined by their values. It's worth a read if generation Z is a mystery to you, as they are to me.
March 9, 2023
CHANGE-Watch for it! The Z generation will match and maybe surpass the impact of Baby Boomers in broad areas of society! I say YIKES! The gen Zs expectations for the workplace takes my breath away. I do not think corporations, universities, or even society at large
has an inkling of the changes to come as generation Z matures and begins to take the reins to guide society!
has an inkling of the changes to come as generation Z matures and begins to take the reins to guide society!
This entire review has been hidden because of spoilers.
January 16, 2021
Very interesting takes on how some businesses will need to adapt to Generation Z in terms of how they advertise their product and how they appeal to Generation Z in terms of being a possible employer.
September 28, 2022
Provides a great way to think about generations in general...why they have commonalities etc and the generation I honestly understand the least about...Gen Z. It lays out the thinking in a rational, data-backed way which resonated strongly with me.
January 13, 2024
This book was interesting (to me), as I do enjoy learning about generational differences, influences, and motivators. However, this book wasn't revolutionary and shared much of what I already know. Heard the author speak & he was amazing, book was more like a repeat of his talk....
August 9, 2024
The book was an interesting take on generations, viewing the four in the workforce thru the eyes of Gen Z. I received the book at a conference where I heard the author speak. He was a great presenter with up-to-date trends. The book, though is now dated being four to five years old. Some good insights so worth my time for sure.
May 12, 2020
Essential for anyway interested in the market of the future. Hopefully, they will update it before release in September to cover the impact of COVID19 on GenZ
April 7, 2022
More about tips for capitals on how to get the most juice out of genz and less about understanding and giving insight into the generation. Blah
July 28, 2022
Highly recommend this helpful translation of gen Z culture. It will help me in education, business, and parenting.
May 13, 2023
Doesn't really give insight into how to manage this new "workforce," but rather essentially and effectively tells employers to deal with it.
August 24, 2024
It was alright, didn’t really gleam too much insight into Gen-Z. “They’re a bunch of activists who use their phone for everything.” There, summed it up for you.
Displaying 1 - 30 of 39 reviews