Prologue.
The arrogance of the older generation is underestimating Generation Z.

Part 1.
Why should we pay attention to Generation Z?

- They were born between 1997 and 2012
- The MZ generation distinction is a perspective of the older generation.
Generation Z is not Millennials 2.0.
Generation Z has already become a 5th-grade civil servant and a Samsung man.
Generation Z will eventually become the leaders of major conglomerates.
Generation Z global leaders are emerging, overwhelming the older generation.
Generation Z, with its 8.3 million members, continues to grow.

Part 2.
Their 'fairness' is not justice, but 'survival'

- Performance-based pay and fairness: How did four years of experience change a large company?
- A fourth-year employee leads the establishment of the LG Electronics office workers' union.
- The chairman of the Hyundai Motor Group's office research union was born in 1994.
- Loyalty comes from money.
- The Core-MZ generation is not silent as they openly criticize A and B.
- Is the Core-MZ generation the fairest generation in history?
- 'Money-making' led by the Core-MZ generation
- Is Brave Girls' "Rollin'" reverse run fair?
- Is the Core-MZ generation always right?
The Rise of Generation Z Violent Criminals: The Scariest Teens
- Why won't the Core-MZ generation forgive personality problems?

Part 3.
Do young people these days only assert their rights?

- People in their 20s have always been the center of attention.
- It wasn't like that in my 20s, so why does it change as I get older?
- The 86 generation that set out to change the world in their 20s, why are they now treating their 20s as reckless kids?
Did you see it?
- The traits of the older generation that Generation Z hates the most: self-centeredness and elitism.
- Stop blindly blaming the old farts.
- Why are people in their 20s and 30s so crazy about Yoon Yeo-jeong, born in 1947?

Part 4.
Why do businesses and politicians distort the "generational issue" in their responses?

- Do you want to know properly, or do you want to be taught the old ways?
- Do you want a junior like this?
- The problem isn't work-life balance!
- Surprisingly, they both complain about each other's work attitudes.
The corporate generational conflict framework is flawed.
- Why did you try to interpret and respond to the issue of ‘changing times’ as a ‘generational conflict’ issue?
- Which generation will lead and dominate Korean society today?
Rebuilding and Generational Change: The Right of the Established Generation to Step Up

Part 5.
This is the real Generation Z: Clues to the future they'll shape.

- Just because Generation Z likes B-movies doesn't mean they are B-movies.
"Made in Korea" and luxury goods consumption: Interesting clues to Generation Z consumption.
- Are you saying that in your 20s, you live without worrying about what others think and without any tomorrow?
Generation Z can control Generation X in consumption.
- We sell and buy OOTD (outfit of the day), not clothes.
- Generation Z is both a buyer (consumer) and a seller (producer).
Why is Generation Z so passionate about investing in stocks and Bitcoin?
Generation Z hates debt, so will there be any changes in credit cards and the financial market?
- Generation Z's attitude toward real estate and living space
- Doesn't Generation Z want to get married and have children?
- Why does Generation Z have a relatively high LGBT rate?
- Is Generation Z more sexually open than older generations?
- Why do Generation Z women prefer elementary school teachers?
- Why are there more women among those who passed the 9th grade civil service exam?
- Why does Generation Z also prefer civil service as a career?
- Half of Generation Z job seekers are preparing for the civil service exam?
The number of Generation Z civil servants resigning is increasing.
- Will Generation Z break through the glass ceiling?
- Why are two-thirds of Generation Z working at large corporations men?
Generation Z doesn't want conflict and confrontation between men and women.
Generation Z soldiers don't tolerate injustice.
- How will the gender imbalance affect them?
- Are Generation Z voters neither conservative nor progressive?
- Generation Z is indifferent to politics?
- 1525, the pandemic generation
- Generation Z's attitude toward the climate crisis
Generation Z is vulnerable to conspiracy theories: Why do they keep falling for it and reacting?
Generation Z, the leader of the metaverse
Generation Z, the consumer that big tech companies are investing the most in.
- New business opportunities, Z-economy

Epilogue.
I will invest in Generation Z.
References

We reject inertia and common sense in all fields, including politics, economics, society, culture, and technology!
Pay attention to Generation Z, the powerful evolutionary generation that will lead the future of Korean society!

“Which star are you from?”
He loves hip-hop, actively expresses himself, and is good at creating content that expresses himself on YouTube and TikTok.
A digital native generation that hates old farts, actively advocates for fairness, actively engages in social networks and the metaverse, and is skilled at coding.


These days, Generation Z, the "kids of today," are so different from the older generation in every way, including their lifestyle, way of thinking, and values.
If smartphones were the primary contributor to empowering millennials, Generation Z, currently in their teens and twenties, is a consumer group accustomed to the metaverse (a three-dimensional virtual world where social, cultural, and economic activities similar to the real world take place), which is at the core of the industrial evolution brought about by the COVID-19 pandemic, and is a generation that will lead the new industry.


Generation Z will be the first generation to accept robots as friends and family, and they will also be the ones who enjoy playing and having fun the most in the metaverse that transcends reality and the virtual world.
Ultimately, future information and communication technology (ICT) industries and technologies, such as the metaverse, robots, and artificial intelligence, will evolve further thanks to those we now call "kids."


Accordingly, the economic and spending power of Generation Z will grow remarkably over the next 10 years.
The impact on companies that Generation Z ignores will be greater than imagined, and the companies they choose will make a quantum leap forward.
For the survival of businesses, and even for the future of all of us living in a rapidly changing world, preparing for and responding to Generation Z is essential.


Those you call 'kids' are leading your future!

The COVID-19 pandemic has elevated the status and value of online, mobile, and social platforms, rapidly increasing the power of the relatively active Generation Z.
Generation Z will actively demand a shift from the existing ways of working, consumption patterns, and media influence that the older generation has created and maintained to ways that are more advantageous to them.

In this era of great transformation brought about by COVID-19, the protagonists of this new civilization are undoubtedly Generation Z (born between 1997 and 2012).
They will lead and dominate Korean society from 2030 to 2050.
The 'kids these days' who are young, immature, and difficult to understand are the 'power of the future' that will change the Republic of Korea in crisis.
If you cling to the old ways and inertia, future opportunities will not come.
Understanding Generation Z is essential to understanding our present and future and creating a more hopeful future.

"Generation Z Will Ultimately Rule the World" is the first book in the [Trend Insight Series], which analyzes and forecasts the big questions of our time with sharp insight that pierces through the times.
This book defines "Generation Z" as a crucial keyword for understanding the era of social transformation following the COVID-19 pandemic. Through a serious examination of this generation, we understand the world they will unfold in the future, and explore how we can prepare for the future with them.

The times choose the generations!
Generation Z: Clues to the Future They Will Change

Generation Z, the most evolved generation chosen by the times, knows our future by knowing them.

Take a look at the new way of life they will lead.

● Generation Z, who are disappointed with the older generation who give careless advice and cheap consolation just because they are older and have higher status, are crazy about the non-authoritarian and honest Yoon Yeo-jeong and Park Mak-rye, who were born in 1947.
This is the image of adults that the 2030 generation expects.

● In today's era, 'fairness' is not justice, but survival.
Clearly, they are the most individualistic and most capitalistic generation.
For Generation Z, it's perfectly normal to say that something is wrong when there's a problem.
It's not about trying to change the world, it's about not tolerating the injustice and discrimination you experience.
This is their fair share.
● ‘Donjjoonnaegi’ is the 2030-style compensation law of today’s times.
Since the world does not compensate, they will step forward and compensate themselves.
It is about actively buying products from good and exemplary stores and companies that inspire people, and rewarding them with money.

● Just like Brave Girls' "Rollin'," Generation Z believes that it is fair to reward those who give their best, challenge themselves without giving up, and persevere for a long time.
For them, the issue of character is also an issue of fairness.
At least, the will to not stand by and watch people with bad personalities do well is becoming a basic principle for those in their 20s and 30s.
● Generation Z, which values ​​taste and experiential consumption, is the central generation of the 'my money, my country' trend, spending money without hesitation on things they like.
In particular, the biggest consumers of luxury watch sales are those in their 20s, which means that Generation Z is actively flexing through luxury goods.

● Generation Z pursues individuality, but they also care a lot about the opinions and reputations of those around them.
For this reason, they have also actively embraced the 'flex' culture of showing off through expensive consumption.
● Just because Generation Z likes B-grade and crazy things in their consumption code, we should not treat them as B-grade.
We must not confuse their consumption code with their identity.
Play is just play, and fashion is just fashion.
● Generation Z actively speaks out on issues such as the environment, gender, ethics, humanity, and fairness.
This is also the reason why there is a high possibility that they will become a political force in the future.
They like things light, but their thoughts and actions should never be taken lightly.
● Generation Z is relatively interested in diversity.
They enjoy more individuality and taste than other generations when it comes to content consumption, to the point where they even seek out and develop an interest in hidden and marginalized things.

● Generation Z is tolerant not only of gender identity but also of racial and national diversity.
Unlike previous generations, Generation Z has a significantly higher number of LGBT people who identify as bisexual.
This may not be unrelated to the genderless trend in culture and fashion.
● Generation Z, which actively embraces various values ​​such as gender, ethics, and the environment, also considers social and environmental values ​​important when making consumption decisions.
In consumption, the sense of "mining out" will expand further, and more Generation Z members will consider ESG in their consumption, not just in their investments.
● Generation Z is active in raising their social voice.
Having a social voice means that they have a life attitude that considers their social responsibility and reputation.

● It is no exaggeration to say that teenagers are the people most actively interested in the climate crisis issue.
The biggest victims of the climate crisis are ultimately the children who will live in the future.
● Polarization and inequality, along with discrimination, are also issues that Generation Z considers important.
Generation Z has been hit hardest by the polarization and deepening inequality brought about by the COVID-19 pandemic.

● Generation Z is the most politically active youth of all time.
As they get older, their influence is bound to grow.
● As the pandemic accelerates contactless learning, online classes utilizing the metaverse will become the trend.
For now, we'll be using VR headsets, but later we'll be using holograms.
● It is a big problem that people in their 20s have a distorted view of money and the value of labor is being denigrated amid the stock and coin craze.
● In an era of shrinking jobs, half of all job seekers are preparing for the civil service exam.
Generation Z still prefers elementary school teachers and civil servants, both of which offer stable careers.

● For Generation Z, marriage and childbirth are optional, but a home is a necessity.
It is noteworthy that even Generation Z considers the concept of ownership, which is the act of owning a home, important.
This is because it allows us to guess the extent of Generation Z's anxiety caused by the surge in real estate prices in Korea.

In this era of great change, what kind of future will my children and I face?
Read about the future of the changing world from Generation Z!

It is already a foregone conclusion that Generation Z will dominate Korean society.
The times choose the generations.
Although this book discusses 'generational theory' by putting Generation Z at the forefront, it strictly supports 'age theory'.
Generations are just a device to describe an era.
We must learn about the current times from the characteristics and trends of Generation Z covered in the book.
The idea is to understand the current era from Generation Z, who are the first to accept and act on the changing times.
Because the future competitiveness of Korean society lies in their hands.

The transformation of Generation Z, which will have a more powerful impact on Korean society than the millennial generation, has already begun.
No matter how much the older generation may be reluctant to acknowledge it, Korea's future belongs to Generation Z. Core-MZ, the central force of Generation MZ, will shake up the current world, and the power and global leadership of the older generation, fractured by their influence, will be completely transformed by Generation Z.
Time and age are both on their side.
Ultimately, Generation Z rules the future.