The Gen Z Frequency: How Brands Tune In and Build Credibility

by Gregg L. Witt, Derek E. Baird

Overview

Generation Z has enormous spending power yet is one of the most challenging cohorts to reach. Ensure your brand stays tuned-in to the demographic's impatience, confidence and evolving trends.

Generation Z is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before, which can be daunting for any marketer trying to keep up.

The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z.

Product Details

ISBN-13:	9780749482497
Publisher:	Kogan Page, Ltd.
Publication date:	09/03/2018
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	6 MB

About the Author

Gregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter&Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016.

Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.

Gregg L. Witt is a renowned youth marketing strategist, proven brand builder, and a generational expert. His unique ability to help brands tune into youth culture, stay ahead of trends, and build credibility is what drives value for his clients. Since 2000, Gregg L. Witt has helped global corporations including Autodesk Education, The College Board, Glaceau Vitamin Water, Procter&Gamble, Qualcomm and Walt Disney World, develop innovative strategies that successfully connect with tweens, teens and young adults. He was recently named a "Top 5 youth marketer to follow" by Inc. Magazine, awarded "Best Speaker" at the 2017 Marketing to Gen Z Conference, and is a frequent consumer trends analyst for national and international publications.
Derek E. Baird is a youth digital strategist and educational technologist who has worked with leading youth brands and non-profits around the world. He's published in numerous international journals and led digital youth initiatives for leading media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.

Table of Contents

• • Chapter - 00: Introduction: are you tuned in to Gen Z?;
  • Chapter - 01: A true story of finding youth culture relevance;
  • Chapter - 02: Gen Z: a sociological perspective;
  • Chapter - 03: The five foundational truths of youth marketing;
  • Chapter - 04: Aligning with youth culture in an era of individuality;
  • Chapter - 05: Reveal insights and fuel ideation with Gen Z;
  • Chapter - 06: The youth culture engagement playbook;
  • Chapter - 07: Social strategies and tactical considerations;
  • Chapter - 08: Content strategies and tactical considerations;
  • Chapter - 09: Building community with Gen Z;
  • Chapter - 10: A primer on social and influence media valuation;
  • Chapter - 11: Conclusion: tune in to the frequency of Gen Z;
  • Chapter - 12: Epilogue: stories from the youth marketing trenches;
  • Chapter - 13: Glossary;

Editorial Reviews

"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril."

Geoffrey Colon

"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation."

Stefan Heinrich

"Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism."

Natalie Riso