The Gen Z Frequency Book Summary - The Gen Z Frequency Book explained in key points
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The Gen Z Frequency summary

Gregg L. Witt

How Brands Tune In and Build Credibility

4 (144 ratings)
22 mins

What is The Gen Z Frequency about?

The Gen Z Frequency (2018) offers a blueprint for brands seeking to connect and build meaningful relationships with Generation Z. In addition to providing insight into the minds of this growing demographic, the authors give actionable advice on content strategy, marketing, social media, and more. 

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    The Gen Z Frequency
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    Generation Z is radically different from the generations of consumers that came before it. 

    When you hear the word “millennial,” you may think of Facebook’s Mark Zuckerburg or influencers like the Kardashian sisters and Selena Gomez. This loud, narcissistic generation, which is prone to oversharing on social media, has dominated the attention of brands for the last two decades. But now there’s a new demographic emerging: Generation Z.

    This generation was born after the millennials, in the period from 1996 to 2011; they’re currently tweens, teens and young adults. Made up of individuals who grew up in the age of the internet, Generation Z is the first generation in human history whose everyday lives consist of constant social networking and information sharing. 

    So how do they compare to the generations that came before them? Well, one striking difference is the way they use technology. Many of us grew up using a phone with a long, tangly cord that was stationary in our homes and only had one function: calling. In contrast, Generation Z was brought up using smartphones that play music, tell you the weather forecast and give you 24/7 access to the web. 

    These same devices also make the camcorders of yesteryear look positively antiquated, allowing users to record high-definition videos that are hastily uploaded to YouTube, Instagram or Snapchat as soon as they’re taken. 

    Gen Z consumes information and communicates in ways that are fundamentally different from previous generations, too. For Gen Z, the internet is a place to chat with friends, share content and conduct research into topics of interest. But unlike Millennials, Gen Zers have always had instant access to these activities.

    So, why should brands pay attention to this fast-paced, information-hungry generation? 

    For starters, Generation Z is the largest consumer demographic in history. According to 2017 statistics, Gen Z is estimated to be 27 percent of the current global population. They’re also flush with vast spending power – it’s estimated that they can influence approximately $600 billion worth of their families’ total purchasing decisions. 

    This young, always-connected cohort represents a goldmine for marketers who can tap into their psyche. But how can companies achieve this? 

    In the following blinks, we’ll explore how brands and organizations can effectively connect to and communicate with Gen Z. But first, let’s take a look at how companies can identify their specific target audience within the generation as a whole.

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    Best quote from The Gen Z Frequency

    Todays youth are aware of their power as consumers, and dont tolerate being lumped together as if their individuality didnt matter.

    —Gregg L. Witt
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    About the Author

    Gregg L. Witt is a youth marketing strategist. He has helped well-known brands including Procter & Gamble, Qualcomm and The Walt Disney Company create strategies that connect with Gen Z. In 2016, Gregg was named a “Top Youth Marketer To Follow” by Inc. magazine

    Derek E. Baird is a youth digital strategist and social media expert. He has directed digital youth initiatives for brands such as Yahoo!, Facebook, and The Walt Disney Company.


    © Gregg L. Witt & Derek E. Baird, 2018. This Summary of The Gen Z Frequency is published by arrangement with Kogan Page.

    Who should read The Gen Z Frequency?

    • Brands and organizations trying to reach Generation Z
    • Marketers looking to connect with youth culture
    • Business owners seeking to identify their target audience

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