Just like the original version of the book, the Chinese language edition offers a comprehensive guide for any youth brand or organization trying to reach Gen Z.
"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 (TikTok)
The book covers content creation, connecting with youth culture, online community and content engagement strategies, and tactics such as social media, experiential, emerging technologies (like AR and VR), kids' privacy law, building online communities, embracing youth culture, and much more.
At 11 years old Jahkil Jackson is the CEO of Trophies, a streetwear brand that champions positivity and education, and the Executive Director of 'Project IAM,' a philanthropic endeavor that raises awareness and support for the homeless.
While there’s much hype around the use of VR in education, how are teachers using this emerging technology in the classroom? What do students think? Those are just some of the questions Foundry 10 asked teachers and students in their VR in Education Pilot Program.
Gen Z Book Pick 📕
Full of heart and celebrating the things that make us different, ‘Song for a Whale’ by Lynne Kelly shows how, with a little determination, kids can make big waves and change the world.
Today my book ‘The GenZ Frequency’, co-written with Gregg L. Witt, was officially published in the UK and the rest of the world by Kogan Page! The book will be published in the US on September 28th!
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.
'The Gen Z Frequency' offers a comprehensive youth marketing guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, connecting with youth culture, engagement strategies and tactics such as social media, experiential, emerging technologies (like AR and VR), kids privacy law, building online communities, edtech and much more.
What sets Gen Z apart is an unrelenting relationship with information and technology, and their early independence, born of impatience and the confidence to act. These are the identifying traits of what will be the largest demographic in history.
And yet, their confidence and knowledge often out pace experience...which causes tension between an advanced intellect, and the reality of their actual age and emotional intelligence. At the epicenter of this tension we find tweens—a complex subset of Gen Z. They are caught up in the turbulent transition from simply being a kid, to fending off the intricate pressures of teenage existence. They are the pivotal middle-ground of Gen Z.
Tweens pose an interesting dilemma. Kids (5–8) are still largely influenced by and accessed through their parents.
Teens (14–18) are rapidly forming their own opinions and establishing independence from parents, and there are direct channels to reach them.
Tweens (9–13), on the contrary, are the hardest to reach, even while they are actively seeking cues and learning to form opinions.
Because they are the least accessible, and arguably the most open to influence, tweens are an important puzzle to solve for companies marketing to Gen Z.
Gen Z is set to influence nearly $600 billion dollars of family spending and will comprise 40% of consumers by 2020. To succeed in marketing to this unique segment, any brand that wants in, has to be willing to play by their rules.
He read them almost as fast as Jeff could write them! And even though I’m not really much of a science fiction kinda guy, I also really enjoyed the MetaWars books too!
(Sidebar: I’m more of a campy science fiction kinda guy, think Lost in Space, Robot Apocalypse, The Jetsons or Guardians of the Galaxy. So imagine my delight when I heard that Jeff’s new book, StarPressed, is an homage to that particular niche of science fiction! But I digress...)
Memoirs of a Neurotic Zombie follows the story of Adam Melzer and his two (misfit) friends, Corina and Nesto. It’s an exciting, yet very humorous and witty, adventure that is sure to capture the attention of even the most tech-obsessed kid. And as a bonus, old people will love reading this coming of age (zombie) tale too!
Adam, the main character and neurotic zombie, is just your average middle school (kinda) weird kid who, after being stung by a robot zombee (bzzzz!), finds himself, well, uhm.....Hashtag, #Awkward.
I’ll let “Adam” explain it to you.
Why You’ll Love It
First and foremost, Neurotic Zombie is a really fun book to read. Your kids, especially boys who often find it difficult to find books they enjoy reading, will rapidly embrace the story and will readily swipe to the next page to see what happens to Adam, Corina and Nesto.
Jeff does a fantastic job creating characters that kids will want to know more about. Adam, and his weird kid posse, are characters that are really likable. Young readers will quickly develop a bond with with these characters and feel invested in the outcome of the story.
As an author, Jeff has mastered the Pixar and DreamWorks skill of developing kids entertainment content that both kids and adults will love.
His witty use of wordplay, smart humor and double entendres will make kids laugh. And adults will especially enjoy the delightful chapter end notes--which I promise, will make you literally, LOL.
So why not jump on the Adam Melter bandwagon now, so you can brag about it later on Twitter? #TeamZombee
Like me, you’ll find yourself really caring about these characters, and wondering “How Can I Help Adam?” You’ll also find yourself thinking about Adam when you forget to refill the rinse aid in the dishwasher! (Read the book--it’s an Adam thing!)
Get the Book on Amazon!
If your kids are fans of Hotel Transylvania 2, they will LOVE Memoirs of a Neurotic Zombie. In fact, use their love of the movie as a gateway to get them interested in reading!
So, go grab a copy of the book, throw in some Pop Rocks (what else would a vegan vampire eat?!), Purell (Adam’s right---GERMS people!) and Febreze (sorry, Nesto!) and immerse your kids in the snarky, fun and slightly creepy world of Adam, Nesta and Corina---trust me, it’s chupra-rrific!
The big take away from the study is that the negative impact of online bullying is "significantly lower" than bullying behaviors that occur face-to-face.
"...That those seeking to prevent the most detrimental forms of peer harassment might focus less on cyberbullying per se and instead [consider] prevention programs that teach youth to handle negative feelings and to de-escalate tensions."
“Compared with in-person incidents, technology-only incidents were less likely to involve multiple episodes and power imbalances.”
“They were seen by victims as easier to stop and had significantly less emotional impact.” So, no, the idea that tech amplifies harm, is not supported by the data."
While many researchers have been concerned that cyberbullying could actually be worse than facing a victim offline and in person, the study actually provided opposite results.
"Technology-only incidents were less likely than in-person only incidents to result in injury, involve a social power differential and to have happened a series of times," Kimberly J. Mitchell, lead author of the study, said in a news release.
"Mixed episodes, those that involved both in-person and technology elements, were more likely than technology-only episodes to involve perpetrators who knew embarrassing things about the victim, happen a series of times, last for one month or longer, involve physical injury and start out as joking before becoming more serious. It is these mixed episodes that appear to be the most distressing to youth."
This study represents a big shift in thinking about social media bullying and should make everyone involved in working with kids and teens shift more focus on to the bullying behaviors that take place in the classroom, home and playground.
According to the latest Piper Jaffray "Taking Stock with Teens" report, American youth are continuing to gravitate to Instagram and away from Facebook.
Roughly three-quarters of respondents reported using the visual platform, up from 69% in the previous survey. By comparison, just 45% said they use Facebook, a significant drop from 72%.
Jaffray Piper also reports that friends and the Internet dominate teen influences and combine in social media environments. Instagram and Twitter are the two most used social media sites, implying teens are increasingly visual and sound bite communicators.
The Taking Stock With Teens survey is a semi-annual research project comprised of gathering input from approximately 7,200 teens with an average age of 16.0 years.
Teen spending patterns, fashion trends, and brand and media preferences were assessed through visits to a geographically diverse subset of high schools across 11 states and 14 schools, as well as an online survey that included 41 states.
Piper Jaffray has also prepared an infographic that shows some of the key highlights from the Fall 2014 survey.
Today the White House released a report entitled “15 Economic Facts about Millennials” (pdf). This report takes an early look at this generation’s adult lives so far, including how they are faring in the labor market and how they are organizing their personal lives.
This generation is marked by transformations at nearly every important milestone: from changes in parenting practices and schooling choices, to the condition of the U.S. economy they entered, to their own choices about home and family.
This morning I was shocked to read over on The Daily Beast that internet trolls were bullying the daughter of the late comedian, Robin Williams. What is wrong with people? Why would anyone think this is acceptable behavior to attack a grieving family or create images that are hurtful?
But here's the thing: Twitter and Instagram (and other online communities) can't do anything unless they know about it. So just like the post-9/11 mantra: If you see something, say something. If you see a cruel or mean comment on Instagram or Twitter---report it. Flag it. Stop the cycle of mean.
If you're part of these communities, it's your responsibility to help make it a safe and positive experience. Don't just scroll past the mean comments and think someone else will take care of it. Community management is difficult, for communities like Instagram it's a monumental task.
Be part of the solution and help squash the online trolls. Come on #TeamInternet, we are better than this. Stop the cycle of mean.
At a time when #TeamInternet could have harnessed its power for good by sending her and her family love and support, the trolls have brought more darkness into the lives of this grieving family.
I just can't fathom doing this to a family who is suffering such a huge loss under tragic circumstances. I have to believe that these evil trolls haven't personally been through the experience of losing a loved one.
I just can't understand how anyone who has gone through that experience who would purposefully heap more suffering on to their broken hearts.
Noah, a short film that debuted at the Toronto International FIlm Festival, illustrates the flitting attention span and lack of true connection in digital culture more clearly than anything else in recent memory. (Warning: NSFW)
"These words are probably unfurling inside one of many open tabs on your computer screen. Perhaps one tab is for work, one is for chatting, and another is for Twitter. You probably even have some others open for no particular reason.
This is the way we receive information and the way we communicate now: constantly, simultaneously, compulsively, endlessly, and more and more often, solitarily. This strange new mode of living--and its indelible effect on our humanity--is perfectly captured in a new short film that debuted this week at the Toronto International Film Festival.
The 17-minute, mildly NSFWNoah is unlike anything you've seen before in a movie--only because it is exactly like what many of us see on our computers all the time. Created by Canadian film students Walter Woodman and Patrick Cederberg, the film begins when our high school senior protagonist types in the password that opens up his laptop, and the narrative takes place entirely on his computer screen.
It doesn't matter how far removed in age you are from the characters, if you are digitally savvy enough to be reading this, Noah will hit uncomfortably close to home."
The “Kids of Today and Tomorrow Truly Global Exploration” study focused on what VIMN valls “last wavers,” or the youngest Millennials, born between 2003 and 2008. The findings point to several key traits that shape these kids’ world views and make them distinct from older members of this generational cohort.
Kids of today and tomorrow are more “we” than “me.”
The youngest Millennials extend their positive spirit to also include a commitment to community and the wider world around them.
88% believe it’s important to help people in the community, with 61% having taken part in an effort to raise money for charity in the past year.
94% believe it’s people’s responsibility to protect the environment.
Advances in digital media play a large part in broadening horizons and inspiring kids to use the power they have at their fingertips in a positive manner:
85% agree “my age group has the potential to change the world for the better.”
71% agree “having access to the internet changes the way I think about the world.”
However, they don’t see this as anything out of the ordinary or think of themselves as “techy”:
2 out of 3 kids think that being connected is as much a part of everyday life as eating and sleeping – it’s simply how life is today. As a consequence of being constantly connected in a fast-moving world, it is natural for them to constantly adapt and be open-minded. They are resilient and life-ready.
To reach these confident kids, it is important to communicate with them with a tone of positivity, smart but not cynical humor; and a playful approach, in line with the fun and happiness they seek in life.
Kids respond best to authentic brand messages: they recognize when someone is trying to sell them, so be honest.
It’s important to be both globally and locally relevant.
Kids of today and tomorrow are grounded.
Authenticity is a key value for kids today and they live with their feet firmly on the ground.
94% report wanting to be true to the close circle around them and 93% to be true to themselves. When it comes to the people who inspire them or the people they trust most, it’s all about close family and friends. They might feel inspired by celebrities and sports stars, but they know not to trust them.
49% of the youngest Millennials name a family member as their #1 best friend– rising as high as 90% in Morocco and 87% in Brazil.
Kids of today and tomorrow are confident.
Today’s youngest Millennials are overwhelmingly happy and optimistic.
88% consider themselves very happy, with happiness levels in this age group increasing over last six years.
Spending time with family and friends is the top factor generating happiness in most countries. Young Millennials enjoy doing activities together as a family.
Humor is important to young Millennials, who use it strategically to navigate life: 64% agree “I use humor to help me get my way.”
Happiness outweighs stress by a factor of 3 to 1: while almost 9 in 10 young Millennials describe themselves as very happy, only 24% report high levels of stress, with stress levels falling since 2006.
Kids today are re-calibrating their sense of what it is to be stressed as well as happy: they have grown up in a world of constant change and global economic crisis – for them, this is the norm.
Even in Greece, where the economic crisis is particularly acute, stress levels are only 36%. The highest stress levels among 9-14s are actually in Singapore and China (41% and 39%) – caused almost certainly by the highly pressured education systems in those countries.
In general, the youngest Millennials are characterized by an optimism with which they approach challenges: 90% agree “I can accomplish anything if I work hard enough” and 89% agree “I always try to be positive.”
At the global level, these high levels of happiness, low stress and growing positivity are combining to form a “virtuous circle” of mutual support that helps kids create an overall sense of confidence.
Belief in themselves: 65% believe not only that they are smart but also that they are smarter than other people.
Belief in their future: Despite everything, a large majority (84%) believe they will earn more than their parents
Belief in their generation: This is the winning generation … the expression “#winning” suits them perfectly and is acknowledged by many more 9-14s than by older Millennials (77% vs. 66% of 15-30s)
Belief in their creativity: 89% believe their creativity will help them to keep on winning in a fast-paced world.
Kids of today and tomorrow are simultaneously more and less sheltered.
The difference is very clearly defined: in the real world, they are much more sheltered than in the past, with parents restricting and controlling their interactions with everything. However, given advances in technology and access to a wide range of devices, there is often relatively little protection – kids have unprecedented exposure to global ideas and images.
43% own their own computer/laptop and 28% own a smartphone.
61% have a social media account (and 11 years is the average age for having a first account – despite being below the age threshold set by many social platforms’ Terms & Conditions).
9-14s have 39 online “friends” they have never met (up from five since 2006).
Kids of today and tomorrow are proud to be.
The youngest Millennials are increasingly expressing a sense of affinity with their country. Their sense of national pride is growing stronger and they are more likely than six years ago to believe it’s important to maintain their country’s traditions.
87% agree that they are “proud to be [their ethnicity]” up from 81% in 2006.
79% agree “it’s important to maintain my country’s traditions,” up from 60% in 2006.
At the same time, they are tolerant of other cultures: 74% think it’s great to have people from other countries living in the kid’s country.
This VIMN study is based on 6,200 interviews with the 9-14 age group (at the time of research, born 1998-2003, which we have defined as “last wavers” within the Millennial generation) across 32 countries (Brazil, Mexico, Argentina, US, Canada, France, Spain, Italy, Portugal, Greece, UK, Germany, Netherlands, Sweden, Russia, Hungary, Poland, China, Japan, Singapore, Malaysia, Thailand, Philippines, Australia, New Zealand, India, Turkey, Saudi Arabia, Egypt, Morocco, Nigeria and South Africa).
Video is also available in the following languages:
"It's almost too easy to agree with the majority and think, "People are right, technology is destroying the human connection." But I think just the opposite.
Technology brings people together. Shocking, I know? It sounds like some crazy marketing ploy, and many commercials support that. But the fact is, it's the truth.
I can talk to one of my friends in California, Canada or Taiwan with the touch of a button. Technology has helped me forge lifelong connection with people I would have lost touch with ordinarily. I can say I talk to more people now, whether it be through Facebook, texting or tweeting, than I did three years ago. And for the argument that nothing compares to face-to-face conversation?
I'd love to engage and be a part of that, but the fact of the matter is, without Skype or Google Hangouts, I wouldn't be able talk to a large portion of my friends. I'm not trying to advocate for technology to replace all forms of in person conversation, I'm just trying to suggest the stigma attached to it isn't necessarily just."