The Snowflake Myth
Alex Atherton is the ex-secondary school headteacher who heard the word ‘snowflake’ once too often to describe his former students.
Amazon best seller The Snowflake Myth challenges the negative stereotypes surrounding Generation Z and offers practical strategies for recruiting and retaining Gen Z talent.
It is essential guidance for managers navigating multi-generational workplaces and for parents seeking to understand their adult sons and daughters.
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How to buy the book
Audiobook edition out Oct/Nov. If you would like to be notified about that, please subscribe.
Discount code available for subscribers, it’s the cheapest deal available! Click on ‘order direct’ below.
Read it already? Please review it here!
What You'll Learn
Why Gen Z isn't lazy or entitled - the data behind the stereotypes
Practical recruitment strategies to attract the best Gen Z talent
How to retain young employees in multi-generational teams
Communication approaches that work with digital natives
Real solutions for common workplace conflicts with younger staff
Who the book is for
Managers struggling to recruit or retain Gen Z employees
HR and L&D professionals designing onboarding and probation programmes
Parents wanting to understand their Gen Z children's career choices and perspectives
Business leaders navigating multi-generational workplaces
Educators transitioning students into the workforce
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No reader will come away unchanged by the thought-provoking information presented here. Balanced and thorough, an important and optimistic read.
Claire Knight, Gen Z & graduate coach
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A breath of fresh air. I devoured it in one sitting – it’s easy to read, grounded in realism, and backed up by solid facts and statistics.
Charlotte Noon, Gen Z coach
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![Paul Andrews - MD of Family Business United]()
Alex is a great source of knowledge that businesses need to appreciate and action in order to secure their workforce of the future.
Paul Andrews, Family Business United
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![An image of EPM CEO Jen Elliott]()
I loved this book! It is a no-nonsense reset on Gen Z, with excellent advice for businesses and parents. It is inspiring, pragmatic, and full of ideas you can try tomorrow.
Jen Elliott, EPM CEO
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![Dawn Ferdinand - primary school headteacher]()
No one understands Gen Z more than Alex. His passion, insight and clarity make this book a must-read.
Dawn Ferdinand, Headteacher of the Year
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A must-read for every leader, educator, parent - and anyone quick to judge younger generations.
Victoria Page, Transformation leader
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![A picture of psychotherapist Jeanine Connor]()
The subtitle is 'explaining Gen Z in the workplace and beyond' and Alex certainly goes beyond. This book busts the myths. Alex is a true advocate for Gen Z and he demonstrates how we can all be too.
Jeanine Connor, psychotherapist & author
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![An image of Polly Butterfield-Tracey from KMT]()
Anyone involved in the recruitment or support of Gen Z couldn't fail to find Alex’s findings fascinating. He provides tangible and actionable suggestions for positive change.
Polly Butterfield-Tracey, head of KMT
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![A picture of Deontics CEO Yiannis Chronakis]()
The book is fascinating. It never occurred to me I would find it so interesting. So refreshing to hear someone supporting young people.
Yiannis Chronakis, CEO of AI company
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![An image of Gary Trowsdale, CEO of Hope Collective and Damilola Taylor Trust]()
Alex is a fantastic advocate for young people right across the sphere of issues that affect their lives.
Gary Trowsdale, Hope Collective & Damilola Taylor Trust
Six sub-myths
The Snowflake Myth is made up of six sub-myths which collectively form the main section of the book - each explained below.
Gen ZED or Gen ZEE?
When I talk on this topic the first thing I do is ask for an audience vote on how they want me to refer to the youngest generation in the workplace. ZED wins almost every single time, and by a margin.
In the audiobook I use ZED as it’s my peers who are more likely to be listening and I’ve done the same here in the video content here. But on social media, and with Gen Z themselves, it’s more commonly ZEE. Many people aren’t bothered, but some have a very clear preference!