About this item
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.
About the Author
Jeff Fromm is President of FutureCast, a marketing consultancy that specializes in millennial trends, and is a contributing writer at Forbes. He is a frequent speaker on marketing, consumer trends, and innovation. Jeff has published numerous research reports on the millennial consumer and is the co-author of "Marketing to Millennials" (2013) , "Millennials with Kids" (2015) , and "Marketing to Gen Z" (2018) .
Jeff has over 25 years of marketing consulting experience across dozens of brands ranging from Build-a-Bear Workshop to Whole Foods. He is a shareholder and Board Member at Three Dog Bakery, Service Management Group, Tickets For Less, and FutureCast. Jeff is a graduate of The Wharton School of the University of Pennsylvania and was an exchange student at The London School of Economics.
