Understanding the
          Global Generations

For the last decade Mark McCrindle has spent much of his time researching the emerging generations and conducting focus groups across different market segments. Back in 1998, he began running workshops and delivering presentations on the emerging Generation X. By 2005 it seemed that the X-ers were passe as all of the focus had shifted to Generation Y.

Today the focus is increasingly on Generation Z as parents, educators, business leaders and marketers try to understand and engage with this new generation. In the past several years, when giving talks on the generations to business people and educators at seminars and conferences, Mark was often asked, "Do you have a book on that?". He then decided to turn the many years of generational research into a definitive book on the new generations.

From explaining the labels and quantifying the numbers to outlining the definitive events of each generation, The ABC of XYZ: Understanding
the Global Generations provides a comprehensive and fascinating look
at the generations.

Beyond social research, this book gives insights and practical strategies to help parents, teachers and managers bridge the gaps and engage with each generation. However, this book is more than a research-based reference work or valuable 'how to' guide - it is also a very interesting read with facts and lists to which members of each generation will reminisce.

The book also answers the question, "Who comes after Generation Z?"
by giving a future snapshot of Generation Alpha.