I know some are still trying to catch up with Busters, or Generation X, or whatever we called those who followed the Boomers. Or maybe you leapfrogged over all that straight to Generation Y (Millennials), on whom marketers have been focused for at least a decade. I could tell you there are actually six living generations in America, but I don't want to add to your stress.
Let me save you some time: Drop everything and start paying attention to Generation Z, who now constitute 25.9% of the U.S. population. That's more than Millennials (24.5%). That's more than Gen X (15.4%). Yes, that's even more than Baby Boomers (23.6%). By 2020, they will account for 40% of all consumers. Generation Z will not simply influence American culture, as any generation would, they will constitute its culture.
So who falls into Generation Z? There's still some debate on exact dates, but essentially it involves those who were born after Generation Y - so approximately 1993 to 2012. It is the generation that is now collectively under the age of 25.Click here to continue reading this post and to view the blog archive.
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Move over Boomers, Xers, and Millennials; there's a new generation - making up more than 25% of the US population - that represents a seismic cultural shift. Born approximately between 1993 and 2012, Generation Z is the first truly post-Christian generation, and they are poised to challenge every church to rethink its role in light of a rapidly changing culture.
James Emery White, author of The Rise of the Nones, brings this enlightening introduction to the youngest generation explaining who this generation is, how it came to be, and the impact it is likely to have on the nation and the faith. Then he reintroduces us to the ancient countercultural model of the early church, arguing that this is the model Christian leaders must adopt and adapt if we are to reach members of Generation Z with the gospel. He helps readers rethink our old evangelistic and apologetic methods, cultivate a culture of invitation, and communicate with this connected generation right where they are.
Pastors, ministry leaders, youth workers, and parents will find this an essential and hopeful resource.
"James Emery White shares helpful insights into the generation that follows the Millennial generation in a clear, practical way. Pastors and church leaders seeking to better understand the world of their youth ought to read this text."
-Ed Stetzer, Billy Graham Distinguished Chair, Wheaton College
"Christian leaders who are not only serious about church and ministry but who also want to understand and engage culture in order to connect this post-Christian world with the claims of the gospel will find White's work to be essential reading. Highly recommended!"
-David S. Dockery, president, Trinity International University/Trinity Evangelical Divinity School
"It's clear that Jim has a white-hot passion for Generation Z to know God. His research, practical applications and desire for all church leaders to get this right will inspire and challenge you."
-Sue Miller, children's ministry champion; Orange Conference staff; coauthor of Not Normal: 7 Quirks of Incredible Volunteers
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