Discover Élodie GENTINA’s new book: “Managing Generation Z”, published by Dunod
10/09/2023
“Generation Z” are those young people born between 1995 and 2016. They now represent almost a third of the world’s population, and the oldest have recently begun to enter the job market. However, this generation expresses strong expectations and concerns (environmental, ecological, social, etc.), which are very different from the previous generations. Many companies therefore struggle to understand, attract and retain these young talents. A central question therefore arises: how to manage Generation Z?
To answer this essential question, Élodie GENTINA, professor at IÉSEG and expert of Generation Z, has written a new book, entitled “Managing Generation Z – Better understanding their new behaviors“, published by Dunod (in French only).
This book aims to be resolutely evidence-based, since Élodie GENTINA relies not only on a rich database of more than 6,000 questionnaires answered by young people between 2020 and 2022, but also on the interviews and testimonies of more than 50 managers, HR managers and young talents, working in companies of all sizes and in all sectors of activity.
These companies and organizations include: Adecco Group, Amazon, Cap Gemini, Crédit Mutuel, Engie, Grohe, L’Oréal, Leroy Merlin, LinkedIn, Mc Donald’s, Nestlé, Orange, Pôle Emploi, RATP and Renault.
“Managing Generation Z – Better understanding their new behaviors” is built around 6 themes (Generation Z’s relationship to digital, authority, commitment, co-creation, happiness and ecological and social transition), which are all dimensions of the reality of businesses and of the challenges that await them.
In this work, Élodie GENTINA offers a unique transversal approach, combining both societal analysis and managerial analysis, to present how the new consumption patterns specific to the Generation Z are keys for business managers. In the societal approach, it pays particular attention to teenagers, middle and high school students (12-18 years old), young students and young graduates who have just entered the job market. In the managerial approach, Élodie GENTINA is interested in young employees who have recently arrived in a company, but also in young graduates and students having a first immersion in the business world.
The book “Managing Generation Z – Better understanding their new behaviors” (published by Dunod in French only – 24€) is available since October 11, 2023 in all book shops and online.