What is the main message of The Gen Z Frequency?

The main message of The Gen Z Frequency is understanding and effectively connecting with Generation Z.

Who is the author of The Gen Z Frequency?

The authors of The Gen Z Frequency are Gregg L. Witt and Derek E. Baird.

Marketing & Sales

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

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The Gen Z Frequency summary

Name: The Gen Z Frequency
Rating: 4.1 (155 reviews)
Author: Gregg L. Witt, Derek E. Baird

Gregg L. Witt Derek E. Baird

How Brands Tune In and Build Credibility

4.1 (155 ratings)

22 mins

Brief summary

The Gen Z Frequency by Gregg L. Witt and Derek E. Baird dives into the world of Generation Z and their influence on marketing, offering insights on how to create meaningful connections and tailor campaigns for this group of digital natives.

Topics

Social Media Marketing Strategy

Table of Contents

The Gen Z Frequency
Summary of 8 key ideas

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Key idea 1 of 8

What’s in it for me? Learn to speak the language of Gen Z.

Generation Z is among the most challenging demographics for brands to communicate with. As true digital natives, this global cohort is independent, diverse, socially conscious and always connected. They demand that brands be trustworthy, transparent, and representative of their values – which is why it’s essential that brands spend time getting to know them.

To connect with this generation, marketers need to tune in to what the authors call the “Gen Z frequency.” They need to know how young people communicate and express themselves, and understand their perspectives, motivations, needs and desires.

So, how can brands put all this into practice? In these blinks, we’ll explore how brands can align with youth culture and develop strategies that will help them reach Gen Z.

Along the way, you’ll learn

who Generation Z is, what motivates its members, and what values they uphold;
how to produce inspiring content relevant to youth culture; and
how to build relationships of trust with Gen Z.

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.

Generation Z is not a monolithic group, but a collection of individuals with diverse characteristics.

It’s true that Generation Z is a large, global demographic that shares common values and attributes. However, brands should be careful not to approach Gen Z as if every member is the same.

Generation Z is a diverse group of highly nuanced individuals. Each subset has different needs, wishes, lifestyles and cultural contexts. If brands want to appeal to Gen Z, they need to be dialed into this diversity.

Gen Zers want to be part of a movement, and they expect brands to support that.

When it comes to tapping into the Gen Z psyche, understanding their lives, priorities, daily challenges, cultural touchstones, and digital habits is crucial.

To help with this, the authors have outlined a list of generational markers – or youth culture attributes – that define Gen Z. They are independent, diverse, socially engaged, pragmatic, collaborative, intent on privacy and skilled at filtering out irrelevant information. Perhaps the most defining marker, though, is social consciousness.

Create a consistent brand voice to win the trust of young consumers.

The idea that trust is critical when building consumer-brand relationships is nothing new. The advertising industry has been championing the value of trust since the early 1990s and it’s also been a topic of

extensive research by behavioral and chemical scientists.

Use social media as a way to tune into the Gen Z frequency.

It’s no secret that social media has become the lifeblood of Gen Z. If they’re not tweeting or uploading photos to Facebook, they’re Whatsapping their friends or creating Insta-worthy stories from their weekend activities. That’s why it’s more important than ever for brands to have a strong digital presence and an effective social media strategy.

When it comes to connecting with Gen Z in the digital world, brands should consider which platforms their audience is using and when. They should then devise content that suits that particular platform and post it at a time when users are most active.

Create content that is relevant and inspirational.

Ever seen a brand post something on social media that's so dull you just scroll on past it? Then you’ll know that there's nothing worse than uninspiring content. And, if you won't give that content the time of day, you can be sure that a member of Gen Z won't either; that's why, to get this generation's attention, kick-ass content is key.

Taco Bell is one brand that has nailed youth engagement on social media. Whether it’s on Snapchat, Instagram or Twitter, Taco Bell produces content that is memorable and share-worthy. Most importantly, their posts tell a story. Let’s dive a little deeper into this by examining some of their most-used platforms.

Dress up your content using digital artifacts.

It’s probably no surprise to hear that Gen Z is always digitally connected. A 2012 study by the Kaiser Family Foundation reported that US kids between the ages of 8 and 18 spend 6.5 hours a day absorbed in media – whether watching TV or videos, using social media, or surfing the internet.

Because of this, Gen Zers have become skilled multitaskers. While spending time online, they might also listen to music or have Netflix on in the background. Their attention is constantly split between multiple devices, all of which compete for their attention. This means that brands who want to cut through the noise will need to focus on short, snappy, visually appealing content – things that convey a message or a story relevant to Gen Z.

Build a community around shared values to win consumer loyalty.

It might sound like a paradox, but as the world becomes increasingly more connected, young people are becoming lonelier. In a landscape of mobile phones and endless social media feeds, it’s easy for young people to feel detached from the things in the world that really matter.

That’s why many Gen Zers are turning to online communities to help them find more authentic connections. These communities can be built on social media platforms and blogs and even based around hashtags. They are usually founded upon common interests – like pop culture, political opinions or environmental issues – or are based around offering help and support in some way, like in mental health groups. So, how can brands create their own communities?

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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.

The Gen Z Frequency Review

The Gen Z Frequency (2018) is a must-read for anyone looking to understand and connect with the next generation. Here's why this book is worth your time:

With its in-depth analysis and insights into Gen Z's behaviors and preferences, it offers valuable guidance for marketers and educators.
By providing practical strategies and case studies, it helps readers navigate the ever-changing digital landscape and effectively engage with Gen Z.
The book's fresh perspective on youth culture, supported by research and interviews, ensures that it is both informative and thought-provoking.

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, Derek E. Baird

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

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.

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Marketing & Sales

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