Generation Z, which consists of people born approximately between 1996 and 2011 and are currently in their tween/young adult years, is shaping a new era of individuality that impacts every business. An estimated 1.9B people, or 27% of the global population, make up this demographic, which is projected to be the largest consumer demographic in history. The HRC Retail Advisory forecasts this generation to drive 40% of all US consumer spending, and yet it is one of the most challenging generational cohorts for brands to reach. Embodying an unrelenting relationship with information and mobile technology from a young age, Gen Z’s ecosystem is infinitely more complex and varied than any generation before. Staying tuned-in to this demographic’s impatience, confidence and constantly evolving trends can be daunting for any marketer trying to keep up.

Fortunately, Gregg L. Witt, a world authority on youth culture and leading brand strategy expert, is sharing his knowledge on how brands can engage Gen Z—and it’s nothing like the strategies companies have just mastered to reach Millennials. Witt is co-author to the insightful book, The Gen Z Frequency, which 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 and experiential and emerging technologies. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Zs themselves. The Gen Z Frequency is the marketing playbook for this unchartered demographic.

“Youth culture is constantly evolving and Gen Z, in particular, is disrupting industries,” says Witt. “Gen Z represents an unprecedented group of innovation and entrepreneurship. This group is focused on niche interests and if brands don’t recognize this now and get on board, they are going to be left behind. It’s also important for brands to adopt a global mindset, as some of the most significant growth is taking place in countries that are either developing or underdeveloped.”

Marketers may know all the statistics about Gen Z and why they need to reach them, but they don’t know how to engage this demographic, which is what makes The Gen Z Frequency such a vital tool for business leaders. The Gen Z Frequency will help companies understand and build relationships with tweens, teens and young adults as readers are provided with a framework that helps brands align with youth culture and provides a resource unlike any other on the market.

The Gen Z Frequencysolves communication dilemmas, including:

  • Identifying how Gen Z differs from other generations by helping readers understand differences and similarities between generations.
  • Helping brands clearly identify the most influential and commercially viable consumer groups.
  • Providing a strategic approach for brands to determine the right mediums to reach audiences.
  • Detailing a step-by-step framework to develop engagement strategies that will work for individual brands.
  • Offering insight into what motivates young consumers and providing fundamental principles to guide brands as they build their name and develop communications.

“In order for marketers to ensure they are authentic and relatable to Gen Z, they must be deeply involved with their culture,” adds Witt. “These consumers will only align with the brands that they feel truly understand them. That means staying on top of the entire social media landscape, embracing things like augmented reality and establishing a presence on new platforms before they gain momentum. The brands that do this are the ones that will be relevant now and in the future.”

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