Marketing to Gen Z : the rules for reaching this vast, and very different, generation of influencers

Today's teens are a force to be reckoned with. Businesses focused on Millennials . . . beware! Their successors are right around the corner - promising bigger challenges, but much greater opportunities. Drawn from original quantitative research and interviews, Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation 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. Marketing to Gen Z offers dozens of examples and insights for connecting and conversing, including how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Reflect their values Understand their language and off-beat humor Adapt content and social media strategies Offer the shopping experiences they expect And more By 2020, Generation Z is expected to comprise 40 percent of all consumers. The time to learn who they are and what they want is NOW Todays teens are a force to be reckoned with. Businesses focused on Millennials beware! Their successors are right around the cornerpromising bigger challenges, but much greater opportunities. Drawn from original quantitative research and interviews, Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation 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. Marketing to Gen Z offers dozens of examples and insights for connecting and conversing, including how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Reflect their values Understand their language and off-beat humor Adapt content and social media strategies Offer the shopping experiences they expect And more By 2020, Generation Z is expected to comprise 40 percent of all consumers. The time to learn who they are and what they want is NOW. 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. In Marketing to Gen Z, businesses will 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 expect Marketing 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. Now is the time to learn who they are and what they want! "In size and influence, Gen Z has arrived. This 1996-2010 cohort will comprise 40 percent of consumers by 2020, dominating markets and eclipsing other age groups. Hard working, socially conscious, and skeptical of marketing hype, they're carving out an identity that's both distinct from their predecessors and more demanding. Marketing to Gen Z reveals who these new buyers are, what they value, how they make decisions, and ways to authentically connect with them. Based on original research and in-depth interviews, the book walks you through the new rules of marketing, explaining how to capture the hearts of young people who hate conspicuous ads"-- __**Today's teens are a force to be reckoned with.**__ Drawn from original quantitative research and interviews, __**Marketing to Gen Z**__ paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation 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. - Get past the 8-second filter - Avoid blatant advertising and tap influencer marketing - Reflect their... By 2020, Generation Z is expected to comprise 40 percent of all consumers. This book offers dozens of examples and insights for connecting and conversing, including how to: get past the 8-second filter; avoid blatant advertising and tap influencer marketing; reflect their values; understand their language and off-beat humor; adapt content and social media strategies; offer the shopping experiences they expect; and more Who is Gen Z? Mobile and social from birth New communication rules A matter of influence Brand me New kids on the shopping block Hot brands and cool ideas What's next?.