No other generation in history has received as much coverage as the
Millennial generation. Books, Google searches, blogs, and news
articles are everywhere about them. Yet, Generation Z is comprised
of our youth and young adults today and has received very little
attention comparatively. Those in Generation Z are among our
youngest consumers, students, colleagues, constituents, voters, and
neighbors. Being able to better understand who they are and how
they see the world can be helpful in effectively working with,
teaching, supervising, and leading them. Generation Z: A Century in
the Making offers insight into nearly every aspect of the lives of
those in Generation Z, including a focus on their career
aspirations, religious beliefs and practices, entertainment and
hobbies, social concerns, relationships with friends and family,
health and wellness, money management, civic engagement,
communication styles, political ideologies, technology use, and
educational preferences. Drawing from an unprecedented number of
studies with higher education research institutions, market
research firms such as Pew and Census, other generational
researchers and industry leaders, this is the authoritative
defining work on Generation Z that market researchers, consumer
behaviour specialists, and employers sorely need - and it is a
fascinating read for anyone interested in the sociology of
generations.
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