“Leading with Values: Gen Z, Trust, and Transformation in the Future of Business” shows how organizations in Central and Eastern Europe are redefining management, markets, and consumer relationships through value-driven innovation. The book asks how Generation Z is reshaping work, leadership, and consumption, and why trust and values have become decisive strategic resources. Drawing on original research, it explores sustainable HRM, team trust, continuous improvement, personal branding, digital tourism, and changing consumer preferences, from brand localness to e-commerce behavior. Distinctively, the volume combines theoretical insight with clear managerial recommendations and directions for future research in a rapidly evolving business landscape.