Bruce Tulgan is the new Tom Peters.
Howard Jenkins, Chairman and CEO (fmr.), Publix Super Markets, Inc.
Nov 6, 2013

Meet Generation Z
The second generation within the giant “Millennial” cohort

We have been tracking young people in the workplace steadily since 1993. Since 2008, we have been tracking the emergence of Generation Z. GenZers, born in the 90s and raised in the 2000s during the most profound changes in at least a century, represent the watershed generational shift of our era. The 22-year-old members of the baccalaureate ‘Class of 2012’ were born in 1990, the first birth year of Generation Z. The bleeding edge of Generation Z (born 1990 and later; today’s 16 to 23 year olds) are already more than 11 million strong (nearly 7%) in the North American workforce and their numbers will grow dramatically over the next few years. By 2015, they will be 20 million; 25 million by 2017; 30 million by 2019.

This is the new emerging workforce and they will fill up a new “youth bubble” in the workplace in the next seven years, just as roughly 30 million aging Baby Boomers will retire. Generation Z represents the greatest generational shift the workplace has ever seen. Generation Z will present profound challenges to leaders, managers, supervisors, hr leaders, and educators in every sector of the workforce.



Top 10 Hardest Things About
Managing People

  • Not enough time.
  • Giving negative feedback.
  • Different personalities.
  • Interpersonal conflict on the team.
  • Balancing being the boss with being a friend.
  • Employees with bad attitudes.
  • Dealing with pressure and shifting priorities from my own boss and other higher ups…
  • Cumbersome lengthy process to fire.
  • Insufficient authority and discretion to reward.
  • Managing people in remote locations.



As you have probably noticed, our long-running newsletter has been silent for four months. It’s the first time we’ve interrupted publishing since we started the newsletter in 1995. That’s because we’ve had big changes here at RainmakerThinking. We have a brand new management team—Chris Glowacki, as COO, and Krissy Campbell, as Executive Vice President of Services and Products—and this new and improved newsletter is just the tip of the iceberg. In this issue, you’ll see two new whitepapers we released this month. Meanwhile, we are hard at work in New Haven turning our research into insights, strategies, tools, and techniques for leaders.

Stay strong and stay tuned!



USA Today

On the Job: New Generation is Arriving in the Workplace

October 20, 2013

The Wall Street Journal:
Market Watch

10 Things the Intern Won’t Tell You: They’ll get your coffee, but might spit in it, and post the pic on Twitter

September 4, 2013

The Today Show

Key Strategies to Landing Your Next Job

July 15, 2013

Fox Business

Every Generation Better than the One Before? Gen X Could Buck the Trend

June 21, 2013


“Compared with their forerunners over the last decade, today’s young people have much lower expectations, their expressions of confidence are much more cautious, and their demands fairly modest.”


The Myth of Fairness