For the last decade Mark has spent much of his time researching the
emerging generations and conducting focus groups across different
market segments. Back in 1998, he began running workshops and
delivering presentations on the emerging Generation X. By 2005 it
seemed that the X-ers were passé as all of the focus had shifted to
Generation Y. Today the focus is increasingly on Generation Z as
parents, educators, business leaders and marketers try to understand
and engage with this new generation. In the past several years, when
giving talks on the generations to business people and educators at
seminars and conferences, Mark was often asked ‘Do you have a book on
that?’ Therefore he finally decided to turn the many years of
generational research into a definitive book on the new generations.
From explaining the labels and quantifying the numbers to outlining the
definitive events of each generation, The ABC of XYZ: Understanding the
Global Generations provides a comprehensive and fascinating look at the
generations.
Beyond the social research, this book gives insights and practical
strategies to help parents, teachers and managers bridge the gaps and
engage with each generation. However, this book is more than a
research-based reference work or valuable “how to” guide- it is also a
very interesting read with facts and lists to which members of each
generation will reminisce.
It also answers the question “Who comes after Generation Z” by giving a future snapshot of the emerging “Generation Alpha”.
