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Zconomics is the most comprehensive guide to engaging with Generation Z. This book will help you understand how leaders need to adapt their sales, marketing, product, growth, hiring, and human resources strategies to claim the loyalty and purchasing power of this influential and important generation of consumers, workers, and trendsetters.

Generation Z is changing everything. The businesses we're used to are largely not equipped to sell or promote products in the way Generation Z is used to buying. Companies usually recruit new employees in places where Generation Z is not looking for work, and HR people who are 20 years older do not always understand what this generation needs and expects from employers and senior colleagues. We all need this new knowledge today, as Generation Z is growing up to become the fastest growing labour market share and consumer group.

Companies that quickly understand the peculiarities of Generation Z, adapt and manage to gain its loyalty will lead their industries for the next 15 to 20 years. Those that fail to adapt will inevitably die out. This book is a practical and grounded in experience and more than 60 specialised studies guide to understanding and organically incorporating the new generation into all aspects of your business.