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The Gen Z Effect: The Six Forces Shaping the Future of Business by Dan Keldsen, Tom Koulopoulos

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INTRODUCTION

The Gen Z Effect

We always put ourselves at the end of history. It’s what humanity does best, repeatedly. Each generation sees itself as the pinnacle of civilization. Their model of the world, their science, their society is always the best there can be. Which is why we believe we have more pressing matters to deal with in solving today’s problems than in worrying about the hypothetical problems of tomorrow. After all, we reason, if we don’t get through the mess we’re in today there will be no tomorrow. Yet somehow tomorrow does arrive, and with it even greater challenges and opportunities.

So why focus specifically on the topic of generations, and why Gen Z? What about those bigger problems? What about, for example, the escalating ...

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