This book is the first to compare the Asiatic Generation Z (born 1990–1995) in terms of country and culture specific drivers and characteristics based on interdisciplinary and international scientific research. Although Asia has been the focus of many articles and books on demographics, politics and economics, few authors understand in depth the behaviour of the young people in their roles as consumers and as new members of the working world.
This book is the first to compare the Asiatic Generation Z (born 1990–1995) in terms of country and culture specific drivers and characteristics based on interdisciplinary and international scientific research. Although Asia has been the focus of many articles and books on demographics, politics and economics, few authors understand in depth the behaviour of the young people in their roles as consumers and as new members of the working world.
