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The Gen Z Frequency

The Gen Z Frequency

How Brands Tune In and Build Credibility

Gregg L. Witt, Derek E. Baird

From £16.66

Connect your marketing with youth culture and resonate with Generation Z using this expert guide, packed with proven strategies and usable frameworks for effective youth marketing.

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About the book

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.

Table Of Contents

    • Chapter - 00: Prologue – What is the Gen Z Frequency?;
    • Chapter - 01: Introduction – Are you Tuned In to Gen Z?;
    • Chapter - 02: Embracing the Conflicts of Youth Culture;
    • Chapter - 03: Gen Z – An Unprecedented Opportunity;
    • Chapter - 04: Five Essential Youth Marketing Truths;
    • Chapter - 05: Identifying the Right Youth Segments for Your Brand;
    • Chapter - 06: Leveraging Youth Culture for Strategy and Innovation;
    • Chapter - 07: Developing Youth Marketing Strategies - What Works and Why;
    • Chapter - 08: Creating Content That Inspires Gen Z to Act;
    • Chapter - 09: Be Where They Are – Key Channels for Gen Z Engagement;
    • Chapter - 10: How to Build Community with Gen Z;
    • Chapter - 11: Youth Market KPI’s – Determining What Matters Most;
    • Chapter - 12: Tuned In or Left Out – Putting the Frequency into Practice;
    • Chapter - 13: Epilogue – Stories from the Youth Marketing Trenches;


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

Book Details

  • EAN: 9780749482480
  • Edition: 1
  • Published: 3rd September 2018
  • Paperback
  • Format: 235x155
  • 256 pages

About the Author

Gregg 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.

Gregg L. Witt

Derek E. Baird