The ABC of XYZ: Understanding the Global Generations
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Based on a more than a decade of research, this reference is designed for marketers, managers, educators, and parents who need a useful, fun, not-too-technical introduction to generational research. The breezy vocabulary of this kind of study is familiar to most people—Are Gen X-ers still slackers? Will Gen Y-ers ever move out of the house? Why are Zeds so spoiled?—but this guide goes deeper with explanations of how a generation is defined and the statistical tools that allow social scientists to track the behavior of its members over time. The discussion also provides examples of generational conflicts in school, home, and the workplace—and reveals how these clashes can be understood and resolved. Interspersed with useful tables and figures, the book also compares English-speaking countries with their generational counterparts in Japan, Finland, and other parts of the world.
Foreword Bernard Salt viiIntroduction ix1 Generations defined 1Generational characteristics: not a passing fad 3Understanding your generation 8Generational labels 152 Generational warfare 23The generational blame game 253 The generation map 34Demographics 34Sociographics 52Psychographics 53Morality and manners: from the personal to the practical 674 Parenting and training 73Emerging trends in the home 74Parenting concerns and challenges 80Parenting styles and aids 91What's in a name? 935 Educating and engaging 97Today's students 99Their times and culture 108Engaging with today's learners 111The new four Rs 1206 Recruiting and retaining 123Emerging trends in the workplace 124Keys to attracting and retaining 138Recruiting today's employees 1497 Motivating and communicating 152Motivating today's employees 152Training and communicating 1548 Leading and managing 164The difference between leaders and managers 165Leadership and management styles 1719 Marketing and selling 176Generational appeals 176What we buy and why 182The top five drivers of Y and Z 184The changing Australian male 190Research case study 191Shifts in market research 19410 Beyond Z: Meet Generation Alpha 199Naming the next generation 201The demography of the future 203A final word 210Notes 213Bibliography 224Index 232
