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Top 10 Books About Gen Z

To reach Gen Z you have to know what they’re all about. Members of Gen Z, also called Zoomers, have a different way of seeing the world. Zoomers are growing up, graduating, and entering the workforce at what is arguably the most turbulent period of modern history: a global pandemic, political turmoil, climate change, and real concerns over a third world war. No wonder Hollywood’s constantly rebooting old ideas – the real world’s far more terrifying! To help you out, we’ve rounded up some books to help you take a deeper dive into this generation, their mindset, and more.

1. The Generation Z Guide: The Complete Manual To Understand, Recruit, and Lead the Next Generation

Ryan Jenkins, Amazon — $19.45

Noted author Ryan Jenkins tackles some of the most pressing issues facing Gen Z as they enter the workplace. This book is for employers: geared to the specific issues and insights they might face when hiring a generation that has seen drastic change and technological innovation. Gen Z has no memory of a pre-Google world, and their worldview shapes their engagement with employers today.

2. Generation Z in the Workplace: Helping the Newest Generation in the Workforce Build Successful Working Relationships and Career Paths

Dr. Candace Steele Flippin, Amazon — $12.34

This book speaks to two audiences: employers hoping to hire or market to Gen Z, and Zoomers themselves. Zoomer readers are given tips on networking and “traditional” methods of employment, while employers are given insights into what makes this generation unique. The two approaches coalesce to bridge the generation gap in the workplace.

3. Generation Z: A Century in the Making

Corey Seemiller and Meghan Grace, Amazon — $17.25

We’re all about data here at Knit, and using quant and qual insights to make data-driven decisions to connect with Gen Z. This book may be one of the most data-drawn analyses out there. Seemiller and Grace compiled an unprecedented number of studies from colleges and marketing firms to create this compelling snapshot of the Zoomer consumer. The book analyzes every aspect of Gen-Z from technology to money to communication and more.

4. Engaging Gen Z: Lessons To Effectively Engage Generation Z Via Marketing, Social Media, Retail, Work & School

Mark Beal, Amazon — $15.95

It’s no secret that we’re fans of Mark Beal — we’ve featured his expertise before in our Sports Panel, among other places. If you want more, Engaging Gen Z is a thorough analysis that features Beal’s expertise alongside his co-author Pankowski. This book is for the companies hoping to connect with Gen Z as consumers, and helps identify the Zoomer mindset and ways to engage Zoomers directly through networks they’re familiar with, such as social media. If you hope to market to Gen Z, add this one to your bookshelf.

Bonus: Beal’s newest book, Gen Z Graduates To Adulthood has just released this April! A certain Gen Z Insights provider may or may not be mentioned in it throughout 👀 

5. Generation We: The Power and Promise of Gen Z

Anne Marie Hayek, Amazon — $15.94

One of the most recently published books on this list, Hayek has masterfully captured the moments of crisis Gen Z continues to navigate, and how this has drastically affected their priorities. This book dives especially into the simultaneous crises of the pandemic, racial reckoning, and political upheaval. She does not portray Gen Z as idealists but as hardened realists, ready and capable of tackling the seemingly insurmountable issues they’ve faced and continue to experience. This book is an excellent resource at truly grasping the priorities of the Zoomer generation.

6. Gen Z @ Work: How the Next Generation Is Transforming the Workplace

David Stillman & Jonah Stillman, Amazon — $22.35

Generation expert David Stillman teamed up with a natural expert and member of Gen Z — his own 17-year-old son — to create this important work, one of the first that truly analyzed Gen Z’s impact on the so-called “traditional workplace.” This book is based on the first national surveys of Gen Z, along with data from hundreds of CEOs. And because it’s co-authored by a father and son, a natural bridge between the two generations manifests in the work. This one is essential to understanding the newest generation in the workforce.

7. Generation Z Unfiltered: Facing Nine Hidden Challenges of the Most Anxious Population

Tim Elmore & Andrew McPeak, Amazon — $17.99

It’s no secret that Gen Z is anxious and has faced countless stressors. Yet based on copious research, Elmore and McPeak reach the conclusion that working with Gen Z doesn’t involve seeing their problems, but rather their potential to find solutions. Part Gen Z analysis,  part empowerment seminar, this book gives an insight into Zoomers, what drives them, and how to connect with them as coworkers, consumers, students, or simply fellow adults.

8. Zconomy: How Gen Z Will Change the Future of Business—and What to Do About It

Jason Dorsey & Denise Villa, Amazon — $14.99

Zconomy describes itself as the “ultimate business survival guide”. Over the course of the next 20 years, companies will need to understand Gen Z and how they think or they won’t be able to market to or work with this crucial segment of the population. Based on over 60 generational studies and work with over 500 companies, this book provides an essential roadmap to working with and communication with Zoomers.

9. Marketing to Gen Z: The Rules for Reaching This Vast — And Very Different — Generation of Influencers

Jeff Fromm & Angie Read, Amazon — $14.99

Fromm and Read begin by focusing on the differences in marketing to Millennials vs. Gen Z. The generations have different outlooks, different experiences, and require different strategies to reach. This book hopes to provide concrete steps to do just that. This includes ways to avoid blatant advertising, and instead tap into social influencers. Marketing to Gen Z isn’t like marketing to the generations that came before them, and this book can help businesses stay in the game.

10. Instabrain: The New Rules for Marketing to Generation Z

Sarah Weise, Amazon — $16.52

Internationally acclaimed researcher Sarah Weise recognizes that Gen Z is now 40% of American consumers, and engages in over $650 Billion worth of purchasing and influencing power and uses this premise to argue that reaching this critical consumer segment is essential for business growth in the future. Going beyond simple insights and analytics, Instabrain includes stories of  brands that have had success marketing to Zoomers and introduces ways companies can adapt their own marketing strategies to engage this unique generation of consumers.
There’s no book that can serve as a substitute for going straight to the source. Luckily for you, that’s our specialty! When you’re ready to turn the page and start talking to Gen Z instead of reading about them, we can help connect you to the next generation, all at the touch of a button:

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