The Gen Z Frequency
How Brands Tune In and Build Credibility
by Gregg L. Witt; Derek E. Baird
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Pub Date Sep 03 2018 | Archive Date Sep 30 2018
Kogan Page Ltd | Kogan Page
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Description
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.
Available Editions
| EDITION | Other Format |
| ISBN | 9780749482480 |
| PRICE | $34.99 (USD) |
| PAGES | 240 |
Featured Reviews
Silvia P, Reviewer
If you want to understand how gen Z lives, buys and dreams you should read this book. It offers a great overview for those companies that want to market to a generation that represents the biggest percent in the population.
My 2 cents: I would have structured this book more like a book and less like a SEO-ready blog post.
Seth S, Reviewer
A critical text in preparing yourself for the next generation of humans, both as consumers and employees. Contains easy to digest anecdotes for where cultural preferences stem from, what they resemble, and how you can be successful messaging to them, and more importantly, genuine to them.
