The American Bakers Association (ABA) announced bestselling author and Millennials expert Jason Dorsey will take the stage on March 27 during the Afternoon Business Session of the 2017 ABA Convention to expose new generational truths that directly impact baking industry leaders.

As the Co-Founder and Chief Strategy Officer of The Center for Generational Kinetics, Dorsey leads research on Millennials and Gen Z for companies around the world. In his provocative presentation, Dorsey will discuss this time of unprecedented generational challenges and change in which companies are finding themselves – with four generations in the workforce and five generations in the marketplace. Addressing the tremendous amount of misinformation around generational differences and how strategies that work for one generation can be a complete turn-off for others, Dorsey will share how this generational divide makes bakers’ jobs more important, yet more difficult than ever. His presentation, “Crossing the Generational Divide: Unlocking the Power of Generations to Grow Your Business” offers attendees surprising data, firsthand stories, and step-by-step actions to drive sales, communication, engagement, recruiting and more.

“Identifying opportunities to drive growth is critical to the baking industry and Jason's presentation will address this head-on as he gives convention attendees valuable insight on how to connect with multiple generations and increase sales as a result,” said ABA president and CEO Robb MacKie.

Dorsey is a leading Millennials and Gen Z researcher and speaker. He has been featured on 60 Minutes, 20/20, The Today Show and over 100 more TV interviews. Dorsey wrote his first bestselling book at age 18. His newest bestseller is Y-Size Your Business which discusses solutions for the biggest challenges within a multi-generational workforce. Dorsey also won the Austin Under 40 Entrepreneur of the Year Award at age 25 – one of the youngest winners to date. He now serves as a board member for venture-backed and emerging technology companies.