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 out a single big theory, defining it with six contributory facets and using a combination of academic data and corporate case history to illustrate the argument. Each chapter finishes with a 'take it to the workplace' page, listing learnings and actions for the reader.

Central ideas and arguments

The big idea on which the authors base their argument is that Gen Z is the last generation of the 21st century. They explain how the intergenerational differences that have stifled creativity and productivity in the workplace are being made irrelevant by flattening demographics (more older people, fewer young) and an upsurge in connective technology that makes it possible for all to share and communicate exponentially.