GenZers as Marketing Managers

The idea of generation sheds light on the attributes of people who lived during a particular era by explaining how societies that experienced similar experiences, eras, and systems throughout human history share common behaviors, values, and personality traits (Arslan & Staub, 2015; Bellou et al., 2018). According to Mackay (1997), generational differences arise from how people perceive and respond to recurring events and shifting environmental situations. These differences are also seen in how people conduct themselves in the workplace.