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.
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