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The Gen Z Frequency: How Brands Tune In and Build Credibility Paperback – September 25, 2018

4.8 out of 5 stars 11 ratings

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Editorial Reviews

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)

"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

"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

"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

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
  • Customer Reviews:
    4.8 out of 5 stars 11 ratings

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Customer reviews

4.8 out of 5 stars
4.8 out of 5
11 global ratings
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Top reviews from the United States

Reviewed in the United States on November 13, 2018
3 people found this helpful
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Reviewed in the United States on November 1, 2018
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5.0 out of 5 stars Bought it for the Exceptional Gen Z Case Studies
By Bernard Goldbach on November 1, 2018
Right after one of our four year degrees flatlined due to poor uptake, the Gen Z Frequency arrived on my bookshelf with dozens of references to exceptionally helpful case studies that explain how to captivate young students. Many of the tactics used by successful brands could work with my target audience as we reset our marketing approach. It's fortunate that I work with storytellers who can create messages that should resonate with Gen Z. The Gen Z Playbook shared by Baird and Witt outlines a strategy that I believe will my educational institution to focus on collaborating with influencers as we build live immersive experiences that work effectively with our Gen Z audience.

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.
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3 people found this helpful
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Reviewed in the United States on October 23, 2018
4 people found this helpful
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Reviewed in the United States on October 10, 2018
4 people found this helpful
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Reviewed in the United States on May 23, 2019

Top reviews from other countries

Amazon Customer
5.0 out of 5 stars If you are not Gen Z you need to read this
Reviewed in the United Kingdom on January 29, 2019
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5.0 out of 5 stars If you are not Gen Z you need to read this
Reviewed in the United Kingdom on January 29, 2019
The way Gen Z engage with the world is different from all previous generations. If you have to market to them, you need to read this. If you think they won't have a huge impact on all future sales, your need to read this.
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