Marketing to Gen Z (Hardcover)
The Rules for Reaching This Vast--And Very Different--Generation of Influencers
Amacom Books, 9780814439272, 224pp.
Publication Date: March 8, 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 Author
Jeff Fromm is president of FutureCast, a trends consultancy, as well as contributing writer at Forbes and co-author of Marketing to Millennials. Angie Read is vice president for growth insight for the advertising agency Barkley, and is known as "Gen Z Mom" based on her blog of the same name.