Alex Atherton is the former secondary school headteacher who heard the word ‘snowflake’ once too often. In The Snowflake Myth, he challenges the negative stereotypes surrounding Generation Z. Drawing on his years of experience working with thousands of students, Atherton reveals that far from being lazy, entitled, or unreliable, Gen Z represents our most diligent, pragmatic and patient generation yet.

This timely analysis dissects persistent misconceptions — from so-called ‘instant’ needs to claims of workplace apathy — showcasing instead a generation shaped by economic uncertainty and digital transformation. The Snowflake Myth offers practical strategies for organisations seeking to recruit, retain, and develop Gen Z talent. It provides essential guidance for managers struggling with multi-generational workplaces and parents who want to a better understanding of their sons and daughters.

Most importantly, Atherton argues that the generational gap can be bridged — but the change must begin with older generations adapting their perspectives. Ultimately, this book isn't just about understanding Gen Z, but about creating a collaborative future where different generations leverage their unique strengths for mutual success. The snowflakes, it turns out, are far more resilient than we've been led to believe.

Alex Atherton is an experienced educator, keynote speaker and leadership coach. Previously Alex spent 25 years working in inner-city comprehensive secondary schools, of which over half was spent as a headteacher in London.