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North Central: Will Gen Z be the Next Greatest Generation?
Gen Z young adults have something in common with the Greatest Generation: both have come of age during a crisis period of history.
This conclusion is based on a book titled, “The Fourth Turning, An American Prophecy, What the Cycles of History Tell us About America’s Next Rendezvous with Destiny,” by William Strauss and Neil Howe. The authors propose, with great historical evidence, that there are 4 seasons of history that cycle through and repeat every 80-100 years. Whatever season we’re in as we come of age has a great impact on our overall perspectives, world view, and our future outlook.
Join Tom Pearson, Managing Director of MarketResponse International, to hear how his team used the theories from “The Fourth Turning” to enhance the insights gained from qualitative research among Gen Z young adults. Key learnings from the presentation include:

1. Adding the historical context from “The Fourth Turning” greatly enhances our insights and understanding of what makes Gen Z tick.
2. As very tech savvy and informed digital natives, Gen Z may be the most homogeneous and unique generation that ever existed.
3. Gen Z’s embrace of enabling technology and strong desire for a green and more equitable future, leaves us with a feeling of optimism and better times ahead.

Tom Pearson


Tom is the principal owner and Managing Director of MarketResponse International, a full-service global research practice based in Minneapolis. For the past 30 years, Tom has designed, moderated, observed, analyzed, and advised clients on qualitative and quantitative research studies in North and South America, Europe, the Middle East, and the Asia Pacific region. Tom earned his MBA degree from Drake University and his undergraduate degree from Iowa State University.

Nov 17, 2022 01:00 PM in Eastern Time (US and Canada)

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