Marketing to Gen Z: The Rules for Reaching This Vast--and Very Different--Generation of Influencers
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You’ve only just begun to understand Millennials and know how to market most effectively to them. However, their successors are already right around the corner and promising even bigger challenges for the marketplace. But with bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers.Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Businesses will have to learn how to:• Get past the 8-second filter• Avoid blatant advertising and tap influencer marketing• Understand their language and off-beat humor• Offer the shopping experiences they expectMarketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. The time to learn who they are and what they want is NOW. Read more
Publisher : AMACOM
Publication date : March 6, 2018
Edition : First edition. Special ed.
Language : English
Print length : 224 pages
ISBN-10 : 0814439276
ISBN-13 : 72
Item Weight : 15 ounces
Dimensions : 6.25 x 0.75 x 9.25 inches
Best Sellers Rank: #1,545,647 in Books (See Top 100 in Books) #394 in Market Research Business (Books) #440 in Advertising (Books) #676 in Marketing & Consumer Behavior
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Top Amazon Reviews
GenZ will comprise 40% of the top consumers by 2020! - Freaking Wow! GenZ was an excellent read. Fromm has created a book that is both relevant and necessary. Everyone in America must come to grips with this generation. GenZ or "Pivotals" are making and changing our world as furiously as they are socializing on their mobile phones. Pivotals process information faster. It is both thrilling and sobering to get an inside peek at what is ahead with this compelling demographic of 8 to 22 year-olds. Pivotals will be driving the economy for the next 60 years. - Mobile First. It is the one screen that trumps them all. They want their fun, their data, relationships, and experiences "at hand" - first last and always mobile - Presentation as a person - how others perceive them is massively important. They "curate" their image via social media - life long endeavor - Browsing before purchases is centrally aspirational - Not buying to acquire, they are buying to participate, collaborate, and to co-experience. - Some things can and will come back because they are special, unique, and novel - like direct mail. - Compelling desire to stand out and to be different, but yet driven to be greatly accepted and perceived as cool and unique. - Rebels with conformity - Technology should be invisible - Location doesn't matter - Virtual is the place to be - One to one marketing goes upscale to one to one with authenticity - brands = values - Not just a WHAT generation, it is a WHY generation - See themselves as a pat of the world - the planet - not just a neighborhood or a place I highly recommend this book for anyone needing to calibrate themselves for what is coming. Although the author wrote a good business book it is loaded with terrific cultural insights that did a lot to give me a better "education" of just how very young people see themselves and their world. Lots of books might be a must read - GenZ for me and people want to get a clue about the future, it is a double MUST READ. Loved it.
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Reviewed in the United States on March 19, 2018 by chuck vanasse
I highly recommend this book for multiple reasons. It very well describes GenZs psychology. The examples and case studies are relatable and paint a clear picture of how teens and younger generations see the world and what their expectations, needs and values are. Personally I could relate to many things especially through the experience with my 11y old daughter. In addition I think this is a must read for marketers. I chose to read this book for one of my masters degree classes. It explains that some traditional models have to tweaked or reinvented. It’s also very helpful from a customer behavior and insights perspective. Lastly, I have to say it’s entertaining and fun. Just read it, you won’t regret it!
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Reviewed in the United States on September 23, 2020 by Lena
I'm a 77 years youngster who has had a public relations consulting business for 50 years and even a video production company. I've been on the Net since 1999. As a former Post Newsweek TV Group reporter I had short sold this Generation Z. They are more like my parents generation as they value great grades and like to WORK! As the authors explain these Gen Zers saw the results of the 2007 Great Recession and COVID. They don't consider themselves ENTITLED like their parents. I am now devoting my decades of experience as a serial entrepreneur to further helping Generation Z!
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Reviewed in the United States on July 15, 2023 by HughSimpson
Marketing to Gen Z was written with the intent to inform businesses on how to best market their product or service to the newest generation. Gen Z has a strong market presence, and large buying power, and businesses must market towards this generation for future sustainability. Gen Zers are called “Pivotals” by Fromm and Read because they are the generation pivoting from the mistakes made by Millennials and optimizing how to live in the digital world that Millennials were the first to experience. The problem with marketing towards Pivotals is they are very different from the previous generation. Throughout the book, Fromm and Read talk about how it is important to make the distinction between Gen Z and previous generations. Pivotals have grown up with technology, as opposed to Millennials, who grew up without it, then technology was introduced to them. Social media is also important when marketing towards Pivotals, as the oldest was around 14 at the time social media platforms began gaining traction in our daily lives. Fromm and Read begin by defining Gen Z as those born between 1996 and 2010, and say they are defined by change and the impactful events that have occurred. They do a good job of establishing specifically who Gen Z is, what they value, and how to market towards them. By covering the differences between Pivotals and Millennials, they help the reader understand how important it is to not only recognize these differences, but put them into practice as well when producing advertisements. Fromm and Read stress the importance of social media on the lives of Pivotals, and how it defines their personalities. Through exploring the differences between Millennials and Pivotal, Fromm and Read are able to generate good strategies for marketing towards Gen Z. They cover topics such as how they communicate and what influences them. Friends, family, and social media presences, are generally what Pivotals are influenced by, more so than the brand itself. Pivotals want to trust brands, but they are very sceptical of forced advertisements and will not respond well to ads that seem like they’re trying too hard to relate to this generation. To combat this, Fromm and Read encourage readers to make sure their brand reflects their values, they are able to build trust through transparency of their products and business, and engage their customers. As a member of Gen Z, I believe this will work exceptionally well, and I, myself, see some of my favorite brands, such as Netflix and Nike working hard to maintain these goals of marketing towards my generation. These companies see how important it is to market towards this generation, and strive to be at the top of their game when it comes to attracting a younger audience because of the potential future buying power they possess. Supporting this, Fromm and Read cite 2018 study saying that Pivotals are on track to make up 40% of consumers by 2020, and they are willing to spend their money, but they must feel comfortable in their purchase. They are better with money than previous generations, as shown by the decreasing credit card numbers, and have three times less debt than Boomers (Experian). Marketing to Gen Z by Jeff Fromm and Angie Read is a well written and deeply researched guide to marketing towards the newest generation with buying power. Using many footnotes, case studies, and other reliable sources, Fromm and Read gave insightful information on the best ways to market towards this generation, and covered a large variety of topics while doing so. As a member of Gen Z, or “Pivotals,” as referred to by Fromm and Read, I can attest that the most successful companies are utilizing the strategies used in this book, regardless of where they got the information. Watching commercials on TV or seeing them pop up on YouTube after reading this has allowed me to see them differently and really become invested in the different strategies that brands use to give off their message. The language in the book made it easy for a beginning level marketing student to understand, and uncommon words or phrases were explained thoroughly. The text was supported by various case studies and other citations that gave the book much needed credibility, and it is evident that these strategies work without the supporting documents. The book included some marketing mistakes by specific brands which strengthened their argument, but I would have preferred a little more of this type of information because I believe it is important to know why strategies don’t work in addition to knowing what makes other strategies successful. Overall, the book encouraged me to think more about the ads I see on TV or on my phone and gave me a deeper understanding of decisions I make subconsciously.
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Reviewed in the United States on December 1, 2019 by Amazon Customer