Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers

  • 3h 7m
  • Angie Read, Jeff Fromm
  • 2018

Today's teens are a force to be reckoned with.

Businesses focused on Millennials . . . beware! Their successors are right around the corner--promising bigger challenges, but much greater opportunities.

Drawn from original quantitative research and interviews, Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially-conscious cohort requires real change, not just tweaks to the Millennial plan.

Marketing to Gen Z offers dozens of examples and insights for connecting and conversing, including how to:

Get past the 8-second filter - Avoid blatant advertising and tap influencer marketing - Reflect their values - Understand their language and off-beat humor - Adapt content and social media strategies - Offer the shopping experiences they expect - And more

By 2020, Generation Z is expected to comprise 40 percent of all consumers. The time to learn who they are and what they want is NOW.

About the Authors

Jeff Fromm is president of FutureCast, a division of the advertising agency Barkley, as well as contributing writer at Forbes and coauthor of Marketing to Millennials and Millennials with Kids. A graduate of The Wharton School, he has also spoken around the world about consumer trends and innovation.

Angie Read is vice president of growth insight at Barkley, and is known as “Gen Z Mom” based on her blog of the same name.

In this Book

  • Foreword
  • Introduction
  • Methodology
  • Who is Gen Z?
  • Mobile and Social from Birth
  • New Communication Rules
  • A Matter of Influence
  • Brand Me
  • New Kids on the Shopping Block
  • Hot Brands and Cool Ideas
  • What's Next?
  • Afterword
  • Endnotes
  • Free Sample from Marketing to Millennials—Reach the Largest and Most Influential Generation of Consumers Ever by Jeff Fromm and Christie Garton