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The Gen Z Frequency: How Brands Tune In and Build Credibility Paperback – September 25, 2018
Gregg L. Witt (Author) Find all the books, read about the author, and more. See search results for this author |
Derek E. Baird (Author) Find all the books, read about the author, and more. See search results for this author |
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Generation Z, ranging from tweens to young adults, has enormous spending power; yet it is one of the most challenging generational cohorts for brands to reach. It 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. Staying tuned-in to this demographic's impatience, confidence and constantly evolving trends 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.
- Print length256 pages
- LanguageEnglish
- PublisherKogan Page
- Publication dateSeptember 25, 2018
- Dimensions6.1 x 0.79 x 9.25 inches
- ISBN-100749482486
- ISBN-13978-0749482480
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Editorial Reviews
Review
"Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism." ― Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21
"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril." ― Geoffrey Colon, Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing
Review
"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." ― Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok – formerly musical.ly – and Vigo Video)
"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril." ― Geoffrey Colon, Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing
About the Author
Derek E. Baird is a youth digital strategist and educational technologist who has worked with leading youth brands and non-profits around the world. He's published in numerous international journals and led digital youth initiatives for leading media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.
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Product details
- Publisher : Kogan Page; 1st edition (September 25, 2018)
- Language : English
- Paperback : 256 pages
- ISBN-10 : 0749482486
- ISBN-13 : 978-0749482480
- Item Weight : 12.2 ounces
- Dimensions : 6.1 x 0.79 x 9.25 inches
- Best Sellers Rank: #535,834 in Books (See Top 100 in Books)
- #348 in Market Research Business (Books)
- #628 in Marketing & Consumer Behavior
- #787 in Advertising (Books)
- Customer Reviews:
About the authors
Derek E. Baird (he/him/his) is a digital, creative, and social media expert who has worked with leading media, education technology, and non-profits such as Warner Bros., Yahoo!, Facebook, Disney Parks & Resorts, Pearson, Kia Motors, Simon Wiesenthal Center, Yahoo! Southeast Asia and others on the use of educational technology, youth marketing, youth culture, content strategy, gamification and kids entertainment & media.
Currently, he works on family digital media, entertainment, second screen, and social web experiences at Disney. He also holds a Disney Inventor Award for a patent(s) related to social media, entertainment technology, and kid culture.
Derek earned an M.A. in Education Technology from the Graduate School of Education and Psychology (GSEP) at Pepperdine University. Holds Masters Certificates in both Project Management (University of Utah), Design Thinking & Innovation (University of Charlottesville) & Online Digital Strategies (University of San Francisco). He is also an adjunct professor of educational technology at Pepperdine University Graduate School of Education & Psychology.
Thanks for checking out my Amazon Author page! If you enjoyed my book and/or other writings, please leave a star rating here on Amazon. It really helps more than you know and you'll be doing me a bigger favor than I can say.
Gregg L Witt’s tireless pursuit of the youth culture thread has been a long and winding road. Never content to just ‘know it when he sees it’, Witt has dedicated his career to a focused examination of the wisdom and authenticity inherent in today’s youth culture,
while guiding others on how they might, respectfully, do the same. With over 16 years
of experience in consumer insights, influencer programme management and marketing activation, Witt is a renowned cultural marketing strategist and national public speaker. He is EVP of Youth Marketing at Motivate Inc., where he leads insights, strategy and influence marketing campaigns for brands targeting youth culture. In 2016, he was named a Top Youth Marketer To Follow by Inc. Magazine. Some of Witt’s clients have included Autodesk, AwesomenessTV, College Board, FunnyOrDie, HBO, Konami, Landscape Structures, Nitro Circus, Nissan, Partnership for Drug-Free Kids, Proctor and Gamble, Qualcomm and Walt Disney World.
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Reviewed in the United States on November 1, 2018
Top reviews from the United States
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I'm familiar with youth marketing and have done a good amount of activation in the space (video games, CPG, QSR), but what this book brings to the table is the entire youth marketing playbook. The hardest place for a marketing is knowing where to start and this book guides you through an entire scalable process that would be impactful if you are working on a project on your own as it would be to working through a project with an entire team.
Greg has found some choice case studies and kicks things off with an in-depth deep dive into how Nike made their way into skateboard culture, which is the perfect example of behaviors brands should adopt to be welcomed into a culture or subculture in 2019.
There's a ton in here and I will be borrowing methodologies and using this as a guide for strategy projects until they come out with their next book.
You should ESPECIALLY buy this book if you don't think you need to know about youth marketing. This book is a brief glimpse into the very near future and sets up a modern consumer mindset that we should all be getting to know better.
Buy this book and tune in!
As a parent with two Gen Z children, the lessons I've learned by reading The Gen Z Frequency will help me connect with my son and with my daughter as they start to navigate their tweens.
On another note, I should have been less positive about The Gen Z Frequency in coffee chats with my colleagues because my hard copy (the one under my phone in the photo) has gone missing from my desk.

By Bernard Goldbach on November 1, 2018
As a parent with two Gen Z children, the lessons I've learned by reading The Gen Z Frequency will help me connect with my son and with my daughter as they start to navigate their tweens.
On another note, I should have been less positive about The Gen Z Frequency in coffee chats with my colleagues because my hard copy (the one under my phone in the photo) has gone missing from my desk.

Julie - Retired Business Marketing Manager and a Gen Z Grandmother
Top reviews from other countries


Reviewed in the United Kingdom on January 29, 2019
