Every generation wants to be the last.
—CHUCK PALAHNIUK, LULLABY
In this first chapter we will define Gen Z and the Gen Z Effect, describe the basic drivers of the shift to a post-generational world, and look at why we believe Gen Z is the last generation of the twenty-first century and the beginning of a new era of innovation and creativity.
Consider for a moment that much of what we’ve learned about how the world works has been built on what we’ve viewed as an immutable truth: that generations represent distinct and separate groups of people with a common set of beliefs, experiences, and values about the way the world works. As each cohort passes through life they become further entrenched in their generational ...