Description
Book SynopsisGregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016.
Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.
Trade 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 *
Table of Contents
- Chapter - 00: Introduction: are you tuned in to Gen Z?;
- Chapter - 01: A true story of finding youth culture relevance;
- Chapter - 02: Gen Z: a sociological perspective;
- Chapter - 03: The five foundational truths of youth marketing;
- Chapter - 04: Aligning with youth culture in an era of individuality;
- Chapter - 05: Reveal insights and fuel ideation with Gen Z;
- Chapter - 06: The youth culture engagement playbook;
- Chapter - 07: Social strategies and tactical considerations;
- Chapter - 08: Content strategies and tactical considerations;
- Chapter - 09: Building community with Gen Z;
- Chapter - 10: A primer on social and influence media valuation;
- Chapter - 11: Conclusion: tune in to the frequency of Gen Z;
- Chapter - 12: Epilogue: stories from the youth marketing trenches;
- Chapter - 13: Glossary;
