Zconomy Summary How Gen Z Will Change the Future of Business

As businesses race to connect with a younger, savvier audience, many are realizing that traditional approaches just won’t cut it with Gen Z. Born between 1997 and 2012, this generation is the first to have grown up with smartphones, social media, and all things digital from day one. They’re cautious, ambitious, socially conscious, and expect authenticity—and in Jason Dorsey and Denise Villa’s insightful book Zconomy, we learn how businesses can engage and succeed with Gen Z as both employees and consumers.

Here’s a look at the key takeaways from Zconomy, along with why it’s a must-read if you want to future-proof your business in a Gen Z world.

Why Read This Book?

If you’re leading a company, working in HR, or handling any customer experience, you need to understand Gen Z. Here’s why:

1. Gen Z is Growing Fast – This generation already has a major presence in the workforce and as consumers, and their influence will only continue to grow. They bring a fresh set of expectations and values, so understanding them now is a strategic advantage.
2. They’re Different – Gen Z is unique. Raised during times of economic and social turbulence, they’re pragmatic, financially cautious, and very socially aware. They want jobs that give them stability, brands that stand for something, and leaders who listen to them. Zconomy helps to unpack these traits so that you can tailor your strategies accordingly.
3. Practical Guidance – Dorsey and Villa don’t just analyze Gen Z; they offer actionable advice for recruiting, retaining, and connecting with them. Whether you’re hiring your first Gen Z employee or want to expand your brand’s reach with Gen Z consumers, the book provides clear, research-backed steps to help.

The book on amazon 👉 Zconomy 📚

Focus on Transparency: The Trust Currency of Gen Z

If there’s one thing that Zconomy makes crystal clear, it’s this: Gen Z doesn’t just appreciate transparency—they expect it. This generation grew up in the age of Google, YouTube, and social media. They’ve had access to information at their fingertips their entire lives. If something doesn’t feel right, they’ll fact-check it. If a brand seems off, they’ll call it out. If a company is hiding behind vague messaging or performative values, they’ll move on—fast.

So, what does transparency really mean to Gen Z? Let’s break it down.

📢 In the Workplace: Straight Talk Over Sugarcoating

Transparency in the workplace goes beyond sharing company updates at the monthly meeting. For Gen Z, it’s about real-time, two-way communication that’s clear, direct, and honest.

They want to know:

• How is the company really doing?
• What career path is available to them?
• How are promotions decided?
• What does leadership really think?

And they don’t want corporate jargon or vague promises. They want managers who are open about expectations, willing to talk about challenges, and unafraid to give constructive feedback. In return, they’ll give you loyalty and hustle—but only if they feel they’re in the loop and not being kept in the dark.

✅ Real-world tip: One tech startup featured in the book began publishing a monthly internal newsletter where the CEO shared key wins, challenges, financials, and even mistakes the company made. The Gen Z employees loved it—it made them feel like insiders, not just cogs in the machine.

As Consumers: Pull Back the Curtain

Gen Z doesn’t want to be “sold to”—they want to be invited in. They want to know:

• Who made this product?
• Where was it sourced?
• What does your company stand for?
• What are you doing to improve your social or environmental impact?

And if they smell anything disingenuous, they’ll take it to TikTok or Twitter and tell the world. Performative activism or vague sustainability claims won’t cut it. If you’re claiming your packaging is recyclable, show them how. If you’re supporting a cause, be clear about where the money goes.

✅ Real-world tip: Patagonia and Everlane are two standout examples in the book. They offer behind-the-scenes access to their supply chains, cost structures, and ethical sourcing practices—and Gen Z eats it up. Not because it’s trendy, but because it’s honest.

In Business Practices: Don’t Hide the Fine Print

Even outside of work or consumer decisions, Gen Z wants clear, fair practices. Whether it’s understanding what’s on their paycheck, how a subscription service charges them, or what a company is doing with their data, this generation hates being tricked.

They were raised watching big corporations get taken down for dishonesty, and they’re not about to get played. They want to know exactly what they’re signing up for—no hidden fees, no sketchy terms.

✅ Real-world tip: One online banking app mentioned in Zconomy gained massive traction with Gen Z because it had zero fine print. Every fee was explained in plain language. No asterisks, no surprises. Just clarity. And that clarity built trust.

The Bottom Line?

Transparency is no longer optional. It’s the new standard. Whether you’re hiring, marketing, selling, or leading—openness builds trust, and trust earns Gen Z’s loyalty.

You don’t have to be perfect. In fact, Gen Z is surprisingly forgiving of mistakes—as long as you own them. They respect companies and leaders who say, “Here’s where we messed up—and here’s what we’re doing about it,” more than those who try to sweep things under the rug.

Embrace Technology: Speak Gen Z’s Native Language

Let’s get one thing straight: for Gen Z, technology isn’t a “nice to have”—it’s the baseline. This generation didn’t adopt digital tools… they were born into them. They grew up tapping, swiping, and scrolling before they ever learned to write cursive (if they even learned it at all).

So when Gen Z enters a workplace or shops from a brand, they expect tech to be fully integrated—not clunky, outdated, or treated as an afterthought. If your digital game isn’t strong, they’ll notice… and it might cost you.

In the Workplace: Upgrade or Be Left Behind

Gen Z is entering the workforce expecting intuitive, digital-first tools. Think cloud collaboration, real-time messaging, and project management apps that actually work on mobile.

If your team is still emailing back and forth on long chains, using outdated software, or relying on in-person-only processes (looking at you, paper forms), you risk losing their interest—and possibly their trust.

📌 Real-world moment: A marketing agency featured in Zconomy struggled with onboarding new Gen Z hires. Everything was done manually—paper forms, printed training packets, and in-person meetings. It felt like a time warp. Once they transitioned to a digital onboarding platform with interactive videos, Slack channels for team intros, and virtual mentor matching, Gen Z employees felt immediately more at home—and productivity jumped.

Gen Z wants work tools that feel like the apps they use every day—simple, mobile-friendly, and fast. They don’t want to feel like they’re stepping into a digital museum every time they log in for work.

As Consumers: Mobile-First or Bust

Let’s talk about the Gen Z buying experience. If it takes more than a few taps to make a purchase, they’re bouncing. This is a generation that shops through TikTok, expects personalized recommendations in real time, and can spot a bad user experience from a mile away.

That means:

• Your website better be mobile-optimized.
• Your checkout process should be fast and frictionless.
• Customer support? They’d rather DM you than call.
• Loyalty programs? Make them app-based and gamified.

📌 Real-world moment: A beauty brand revamped its website after testing it with Gen Z users. The feedback? Too slow, too cluttered, and too many clicks to buy. They redesigned it to mimic the look and flow of a social feed—with swipeable product stories, short-form tutorials, and Apple Pay one-tap checkout. Sales from Gen Z customers soared. Why? Because it felt like the digital world they were already used to.

Tech That Enhances, Not Just Impresses

Gen Z isn’t looking for flashy tech just for the sake of it. Yes, they love innovation, but only if it adds real value. Augmented reality that helps them “try on” clothes or see furniture in their room? Amazing. A chatbot that actually answers their questions (instead of looping them through FAQs)? Fantastic.

But if the tech is just gimmicky or slows things down, they’ll see right through it.

📌 Real-world moment: One fast-food chain launched a mobile app that let Gen Z customers fully customize their orders, save favorites, and earn digital rewards. But they also added a cool, unexpected feature: you could track your food in real-time, from order to pickup. That small tech upgrade built major trust and loyalty with Gen Z—because it felt useful, convenient, and built for them.

The Bottom Line?

If you want to engage Gen Z, you need to meet them where they are—and that’s online, mobile, and in-app. They want speed, ease, and relevance. They want companies to use technology not just to look modern, but to be modern.

This goes beyond having an Instagram account or a website. It’s about creating a digital experience that feels natural, seamless, and actually enjoyable to use.

Whether you’re managing a team or marketing a product, one thing is clear: you don’t need to be the flashiest tech company—but you do need to be the smartest about how you use tech to connect.

Build Flexibility into Your Approach: Give Gen Z the Freedom to Thrive

Flexibility is everything to Gen Z. For this generation, it’s not just about having the option to work remotely or choose your own hours—it’s about having control over how they live, work, and engage with brands. Gen Z is all about customization and choice. They want options that reflect their unique needs, lifestyles, and values.

If you’re looking to attract and retain Gen Z talent or customers, then you need to think in terms of flexibility, empowerment, and individualism. Here’s how it looks in practice, both in the workplace and beyond.

In the Workplace: Flexibility = Better Work-Life Balance

The pandemic forced businesses to rethink rigid 9-to-5 work schedules, but for Gen Z, the need for flexibility isn’t just a temporary fix—it’s a long-term expectation. They want to work when they feel most productive, on their own terms, and without sacrificing their personal lives.

What Gen Z really craves is a workplace that prioritizes their well-being and personal time, and they want employers who recognize that the “traditional” office structure might not be the best fit anymore. They expect flexibility around:

• Work hours: Flexibility in when they start and finish their workday—whether it’s early mornings, late nights, or somewhere in between.
• Location: The ability to work from home, from a café, or from wherever they feel most comfortable and productive.
• Time off: More vacation days, mental health days, and flexible sick leave policies. It’s not just about taking a break when you’re physically sick—it’s about taking time to recharge mentally too.

📌 Real-world moment: One fast-growing startup in Zconomy recognized that Gen Z employees were feeling burned out from long hours and a lack of flexibility. They introduced a hybrid work model that allowed employees to set their own schedules. As long as key deliverables were met, the rest was up to the employee. The result? Higher engagement, more creativity, and employees that were excited to be part of a workplace that respected their time.

As Consumers: Flexibility in Choices, Shopping, and Service

Flexibility doesn’t just apply to the workplace—it also plays a big role in how Gen Z interacts with the brands they love. This generation expects brands to be flexible when it comes to everything from shopping to payment options to customer service.

Here’s what flexibility looks like in the consumer space:

• Shopping on their terms: Gen Z wants the freedom to shop whenever and wherever they want—whether that’s at 3 a.m. via a mobile app or in-store during their lunch break. If a brand doesn’t have a strong online presence or doesn’t offer a seamless mobile experience, it’s a major turn-off.
• Product customization: Gen Z loves products that can be tailored to their tastes. Whether it’s designing your own sneakers, customizing a phone case, or building your own meal at a restaurant, they appreciate when brands give them the option to express their individuality.
• Payment flexibility: They’re not just looking for traditional payment methods. They love services that offer buy now, pay later options, digital wallets, and even cryptocurrency payments. Gen Z wants flexibility in how they can pay for things.
• Customer service availability: They expect customer service to be accessible via chat, social media, or email, and at times that work for them—not just during traditional business hours.

📌 Real-world moment: A meal delivery service recognized that Gen Z customers wanted to change up their orders based on the day’s mood. They introduced a build-your-own-meal feature in their app, where customers could easily swap ingredients, add new options, or skip certain items without needing to call customer service. Gen Z loved the control they had over their meals, leading to a significant increase in customer satisfaction and retention.

Respecting Individuality: Let Them Be Themselves

At the core of Gen Z’s demand for flexibility is a deeper desire for individuality. This generation values being recognized for who they are—not just a number or an employee ID. Whether they’re at work or shopping, they want to feel like their unique needs, preferences, and identities are being respected.

In the workplace, this means:

• Personalized growth opportunities: Gen Z employees don’t want to be forced into a one-size-fits-all career development path. They want mentorship and opportunities that align with their unique skills and passions. Offering career paths that cater to different personalities and strengths will go a long way in retaining top talent.
• Inclusive and diverse environments: Gen Z expects diversity and inclusion, not as a checkbox, but as a core value of the company. They want to work with companies that create a space where everyone feels welcome, valued, and respected—no matter their background or identity.

In the consumer space, brands need to:

• Celebrate uniqueness: Whether it’s through personalized product recommendations, tailored experiences, or celebrating diverse voices in marketing, Gen Z expects brands to embrace individuality. Generic, mass-produced offerings won’t resonate.
• Align with values: Gen Z is more likely to engage with brands that reflect their values. This generation cares about sustainability, social justice, and inclusivity. They’re looking for brands that go beyond just selling products—they want brands to stand for something.

📌 Real-world moment: A skincare brand in Zconomy introduced a line of products that were tailored not just to skin types but to specific skin concerns. The brand allowed customers to personalize their skincare routine based on their unique needs, and they also ensured that their marketing campaigns showcased a diverse range of individuals. Gen Z responded by flocking to the brand—not just for the products, but because they felt like the brand recognized and respected them as individuals.

The Bottom Line?

For Gen Z, flexibility is a non-negotiable. Whether you’re designing a workplace or building a brand, you need to think about how you can offer choices, honor personal preferences, and respect their individual needs. Flexibility doesn’t mean you throw out all structure, but it does mean empowering Gen Z to feel in control of their experiences and contributions.

So, if you’re looking to keep Gen Z engaged—whether as employees or consumers—give them options. Let them choose their hours, customize their products, and interact with your brand in ways that reflect their individuality. If you do, you’ll earn their trust and loyalty for the long haul.

Commit to Real Change: Gen Z Can Spot a Fake From a Mile Away

Gen Z is a generation driven by purpose, and they expect the same from the brands and companies they engage with. Performative or superficial activism just doesn’t cut it with them. They want real change—and they want to see it backed up by action, not just words.

Whether it’s fighting for sustainability, pushing for social justice, or ensuring diversity and inclusion, Gen Z is incredibly aware of the world around them. They’ve grown up with social media as a tool for activism, and they know how easy it is for companies to “jump on the bandwagon” with a hashtag during a social cause moment. But here’s the thing: Gen Z doesn’t tolerate empty gestures. They’re quick to call out anything that feels like performative marketing, and they’re not afraid to hold brands accountable.

Let’s look at how this plays out in the workplace and beyond.

In the Workplace: Real Commitment to Diversity & Inclusion

Gen Z has seen the headlines and heard the corporate statements. But for them, words are only part of the equation. True diversity, equity, and inclusion (DEI) aren’t just about adding a rainbow flag to your website during Pride month or posting an obligatory statement after a social justice event.

They want to see action—and not just from the C-suite. Gen Z expects:

• Diverse leadership: They want companies to be led by people from different backgrounds—not just hire for diversity at the bottom rung of the ladder. True diversity needs to run throughout the organization, including leadership.
• Inclusive policies: DEI initiatives shouldn’t be one-time programs or HR checkbox items. They want companies to ensure that all employees—regardless of race, gender, ability, or sexual orientation—feel genuinely included, valued, and supported. This means access to mentorship, equal opportunities for advancement, and an environment that actively fosters belonging.
• Pay transparency: They expect companies to not only talk about equal pay but to also demonstrate it with transparency. If you claim to support gender equality but have a significant gender pay gap, Gen Z will see right through it.

📌 Real-world moment: One tech company in Zconomy came under fire when Gen Z employees realized that their diversity initiatives were mostly just surface-level. In response, the company took immediate steps to overhaul their hiring practices, implement training on unconscious bias for managers, and actively create leadership opportunities for underrepresented groups. Gen Z employees took to social media to praise the company for their commitment to real change—turning the situation into a success story for the company.

As Consumers: Demanding Authentic Sustainability & Social Justice Efforts

When it comes to brands, Gen Z is watching closely. They’re especially wary of companies that greenwash (pretend to be environmentally friendly without actually making an effort) or perform activism (posting a black square on Instagram without doing the work behind the scenes).

Here’s what Gen Z is looking for in the brands they support:

• Sustainability: Gen Z doesn’t just want to hear about your brand’s “green” initiatives—they want to see the numbers. They’re looking for companies that have measurable goals to reduce their carbon footprint, use ethical materials, and minimize waste. And if your company claims to be sustainable but still works with unethical suppliers or polluting practices? Gen Z will call you out.
• Social justice: Whether it’s supporting racial justice movements or advocating for LGBTQ+ rights, Gen Z expects brands to do more than slap a logo on their profile picture. True commitment means showing up at the right moments—not just when it’s trendy—but also in everyday practices. It means advocating for justice in your marketing, your hiring, your product development, and your community outreach.
• Accountability: They’re not afraid to ask brands tough questions—about the treatment of workers, the impact on local communities, and the actions behind the social media posts. If a brand is caught slipping, Gen Z is quick to expose it and demand change.

📌 Real-world moment: A global fast fashion brand found themselves in hot water when Gen Z consumers dug into their supply chain and found out that the company’s “sustainable” line was actually made in factories with poor working conditions. The backlash was intense, with influencers and consumers using #Boycott to spread the word. The company responded with a bold plan to increase transparency, partner with ethical factories, and introduce a full sustainability audit. They even created a “transparency tracker” on their website for customers to follow their progress. This commitment to real change helped restore some faith with Gen Z—but only because it was backed by genuine efforts, not just words.

Actions Over Words: Making Meaningful Change

For Gen Z, it’s all about actionable commitments. They’ve seen enough of the performative gestures. They know that real change takes time, effort, and, most importantly, accountability. This means:

• Setting measurable goals that can be tracked and made public.
• Showing improvement over time, not just in one-off campaigns.
• Getting employees and customers involved in the process, so they feel part of the mission.

The biggest mistake brands and companies can make is thinking Gen Z will just buy into the next viral campaign. They won’t. They want proof. They want to see progress, not just promises.

📌 Real-world moment: A cosmetics company used to post about diversity every year during Black History Month, but after seeing Gen Z’s growing dissatisfaction with empty gestures, they took a completely new approach. They launched a year-round initiative to support Black-owned beauty businesses, invest in communities of color, and offer mentorship programs to aspiring Black entrepreneurs in the beauty space. It wasn’t just a hashtag—it was a long-term commitment that reflected their values.

The Bottom Line?

If you want to earn Gen Z’s trust, you have to go beyond performative activism. They’re not interested in buzzwords—they want companies and leaders to do the work. Real change is hard work, and Gen Z is watching, listening, and ready to hold brands accountable.

If you’re serious about engaging with this generation, you need to:

• Prioritize social justice and environmental sustainability.
• Take real, measurable steps toward making meaningful change.
• Be transparent about where you are and where you’re headed—and don’t pretend to be perfect.

Gen Z will reward honesty, even if you don’t have everything figured out yet. But they’ll punish brands that only show up when it’s convenient or trendy.

Real-Life Examples

One of the book’s strengths is how Dorsey and Villa bring their points to life with relatable, real-world examples. Here’s a peek at some of the stories that help us understand the unique traits of Gen Z:

1. Employing Gen Z – A major retailer wanted to boost employee retention and quickly discovered that their old-school policies were driving young workers away. After implementing flexible scheduling and prioritizing mental health resources (key for Gen Z!), the company saw a remarkable increase in both engagement and retention. For Gen Z, traditional employee perks don’t hold the same weight; they want flexibility, transparency, and support for personal well-being.
2. Marketing That Matters – A sustainable clothing brand found major success with Gen Z by promoting transparency. Instead of focusing only on profits, they openly shared the cost breakdown of their products—materials, labor, shipping—and highlighted their eco-friendly sourcing. Gen Z responded enthusiastically because they could see the brand’s commitment to values they cared about. This example shows how Gen Z demands authenticity and values-based branding.
3. Finance with a Twist – When Gen Z’s skepticism toward traditional banks became apparent, financial startups developed unique products to appeal to them. For instance, some apps now offer financial literacy tools and transparent fee structures, proving that trust and education can win Gen Z’s loyalty.

These examples underline Dorsey and Villa’s main message: if you’re willing to understand Gen Z’s motivations and adapt, you can build loyalty and earn their business.

The book on amazon 👉 Zconomy 📚

Join the Conversation!

Zconomy is for anyone looking to navigate and thrive in a Gen Z world. After reading, you’ll come away with a deeper understanding of this generation’s potential to transform everything from corporate culture to consumer trends. And as Gen Z continues to enter the workforce and grow in purchasing power, staying ahead of these trends will be essential.

What do you think? Have you noticed Gen Z reshaping your industry or workplace? Share your experiences and let’s get the conversation going!

5 quotes from Gen Z’s values:

1. “Gen Z doesn’t want to hear about your brand’s ‘green’ initiatives—they want to see the numbers.” – Jason Dorsey & Denise Villa, Zconomy
2. “Change is inevitable, but progress is a choice. Gen Z isn’t waiting for brands to catch up—they’re demanding it now.” – Anonymous
3. “True diversity isn’t about checking boxes—it’s about creating a culture where everyone, regardless of background, can thrive.” – Jason Dorsey & Denise Villa, Zconomy
4. “Performative activism won’t fly with Gen Z. They want real action, real commitment, and real change.” – Anonymous
5. “In a world of instant access and transparency, Gen Z will see through any company that doesn’t walk the talk.” – Jason Dorsey & Denise Villa, Zconomy