The label “Gen Z” is too often used to describe a mixed population of girls and boys, young women and young men, who in reality differ from each other in very specific characteristics, not only in terms of gender but also in terms of age. The definition most widely shared by marketing and much of the media, in fact, includes under the term Gen Z all those born between 1996 and 2012: an extension that already at first glance appears too large to describe the cluster ranging from 12 to 29 years of age as a generational unicum. Based on original and previously unpublished research (conducted in the field by Future Concept Lab in collaboration with Sylla and Webboh-LAB ​​between June and October 2024, involving a robust sample of 4,000 subjects – approximately 1,000 for each of the four age groups into which Gen Z was divided –, representative by gender, geographic area, and size of residence), the book offers a well-documented and detailed description of Italian adolescents who then become young adults. A complex, fragmented scenario emerges, often interpreted in light of clichés that superficial opinion polls fail to unravel. The portrait of a monolithic generation is thus replaced by four distinct «Z nuclei»: ExpoTeens (13-15 years old), ExperTeens (16-19 years old), CreActives (20-24 years old), and ProActives (25-29 years old). The book is built around these four profiles, among which significant differences emerge in both values ​​and behaviors, between the growing anxieties of the younger generation and the digital pragmatism of the older generation navigating the job market. These differences intrigue, surprise, and also frighten an adult world—parents and teachers—that is increasingly unprepared to deal with such a diverse, stimulating, yet problematic, and in some ways mysterious generation; and a segmented market in which businesses must learn to adapt their offerings to the specific needs of each group.
 

Ma quale Gen Z? Attitudini, valori e comportamenti di una generazione che sfida i luoghi comuni
Publisher: Egea (January 2025)
Language: Italian
Price: € 25,90
Buy Online: www.amazon.it