Connect your marketing with youth culture and resonate with Generation Z using this expert brand marketing guide, packed with proven strategies and practical frameworks for effective youth marketing.
Generation Z, ranging from tweens to young adults, has enormous spending power; yet it is one of the most challenging generational cohorts for brands to reach.
It 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.
The Gen Z Frequency: How Brands Tune In and Build Credibility by Gregg L. Witt, Derek E. Baird, M.A.
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. Staying tuned-in to this demographic's impatience, confidence and continually evolving trends 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, brand marketing, emerging technologies like VR and AR, and much more.
It is woven with fascinating case studies and real-world stories from the trenches, plus critical 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.
Table Of Contents
Chapter - 00: Prologue – What is the Gen Z Frequency?
Chapter - 01: Introduction – Are you Tuned In to Gen Z?
Chapter - 02: Embracing the Conflicts of Youth Culture
Chapter - 03: Gen Z – An Unprecedented Opportunity
Chapter - 04: Five Essential Youth Marketing Truths
Chapter - 05: Identifying the Right Youth Segments for Your Brand
Chapter - 06: Leveraging Youth Culture for Strategy and Innovation
Chapter - 07: Developing Youth Marketing Strategies - What Works & Why
Chapter - 08: Creating Content That Inspires Gen Z to Act
Chapter - 09: Be Where They Are – Key Channels for Gen Z Engagement
Chapter - 10: How to Build Community with Gen Z
Chapter - 11: Youth Market KPI’s – Determining What Matters Most
Chapter - 12: Tuned In or Left Out – Putting the Frequency into Practice
Chapter - 13: Epilogue – Stories from the Youth Marketing Trenches
What Big Thinkers Are Saying About The Gen Z Frequency
"Witt and Baird leverage their combined decades of experience in the youth culture space with actual research on Gen Z to create an essential playbook that is full of strategic insights, compelling anecdotes and relevant data. For any brand or organization hoping to reach Gen Z, the Gen Z Frequency is your new required reading." – Anastasia Goodstein, SVP of Digital Innovation at The Ad Council and author 'Totally Wired: What teens and tweens are really doing online'
“Everyone who communicates, educates or sells anything to Gen Z needs to order this book and order some extra highlighter pens while you're at it! You will be underlining every other sentence. Researched and written by Gregg L. Witt and Derek E. Baird, Masters of the Gen Z Universe!” - Jenk Oz, UK’s Youngest CEO & Founder of iCoolKid
"For educators, this book provides extremely valuable insight into how important relationships and social interaction are in creating engagement with Gen Z audiences, particularly as technology continues to transcend traditional learning into emerging and social technologies like artificial intelligence, virtual and augmented reality." – Dr. Mercedes Fisher, Ph.D., U.S. Department of State, Fulbright Scholar, National College of Ireland
“An essential read for business leaders due to the fact Gen Z sets the benchmark for every other generation now in regard to trending consumer behavior. 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, Communications Designer at Microsoft and Author, 'Disruptive Marketing: What Growth Hackers, Data Punks, And Other Hybrid Thinkers Can Teach Us About Navigating the New Normal'
"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, Head of Global Marketing, ByteDance (musical.ly and Vigo Video)
"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. " – Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice
Tuning Into Gen Z
If I’ve learned anything during the process of writing this book, it’s that Gen Z is going to change the world. Thank you to all the young people who were willing to talk to me during the writing of this book and helping me to tune into the Gen Z frequency.