Fromm - Marketing to Gen Z The Rules for Reaching This Vast—and Very Different—Generation of Influencers

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Grounded in deep insights, this book is a practical guide to marketing to Generation Z. With Jeffs relentless pursuit of uncovering relevant and timely insights, youll find actionable strategies to motivate this powerful Gen Z consumer to buy.

STEPHANIE WISSINK, Managing Director,
Consumer Research, Jefferies LLC

With Gen Z poised to comprise 40 percent of consumers by 2020, brand leaders dont have time to waste when it comes to developing a full understanding of what the authors have endearingly tagged as Pivotals. Jeff and Angie have painted a rich picture of the youngest generation in the marketplace; a portrait replete with behavioral and attitudinal observations that help the marketer draw sharp distinctions between Pivotals and the generations that precede them.

DON FOX, Chief Executive Officer,
Firehouse of America LLC

An easy-to-read, go-to playbook for anyone trying to better understand and market directly to Gen Z. Rooted in solid research, Marketing to Gen Z provides colorful real-world brand examples and actionable insights for marketers hoping to win with young consumers.

JON GRANT, Associate Director, Product
Marketing, Square Enix

Marketing to Gen Z is a comprehensive analysis of sound research and case studies that provides brands with a roadmap to reaching what is a distinctive, second Greatest Generation.

MARY MCILRATH, Ph.D., C+R
Research/YouthBeat

Angie Read and Jeff Fromm paint a thoughtful, practical portrait of my daughters generation in Marketing to Gen Z. One that has me hoping theyre proud of what weve built but certainly confident of how theyll improve the financial wellbeing of our society.

CHRIS COSTELLO, CEO, blooom

As someone who has been doing this a long time, I was forced to admit I knew even less than I thought I did about Gen Z. Start to finish, Marketing to Gen Z is filled with unexpected attributes and keen insightsbacked by data and real-life storiesabout this surprising generation. Im not only better educated and prepared to market to Gen Z, Im also generally more optimistic about the future, knowing whos going to be in charge in a few years!

LAURIE ELLISON, Chief Marketing
Officer, Childrens Hospital

The breadth of insights and perspective shared provide an invaluable guidebook for marketers to ensure they remain relevant and understand how to connect with Gen Zaka Pivotalsand their evolving influence. They are savvy marketers of brand me, so strategies and messaging need to be authentic, real and relatable. Its time to stop selling and start supporting a greater purpose.

MARLA KAPLOWITZ, President-CEO, 4As (American
Association of Advertising Agencies)

The next generation of explorers will value unique, customized digital and physical experiences. This book provides valuable clues to market and communicate with them on their terms.

JILL CRESS, Chief Marketing Officer,
National Geographic

Gen Z is financially savvy and savings-minded. Marketing to Gen Z should be considered essential reading for brandsand otherstrying to understand this new generation of consumers.

JILL COLE, Chief Marketing Officer, Thrivent
Education Finance Group

MARKETING TO

THE RULES FOR REACHING THIS VAST

AND VERY DIFFERENT

GENERATION OF INFLUENCERS

JEFF FROMM / ANGIE READ

A project like this takes a village. And we had a great and active group of villagers from the early days of conceiving this work.

This project first took shape with the teams at Barkley and Future-Cast creating and publishing a massive consumer research study called Getting to Know Gen Z that included secondary analysis across a broad range of sources, followed by both qualitative and quantitative consumer studies. We completed this research work to ensure we had the deepest possible view of Gen Z. For the efforts of all our partners, we say thank you to Joe Cardador, Ph.D., Tim Galles, David Gutting, Brad Hanna, Shelby Haydon, Skyler Huff, Chad Nicholson, Jason Parks, Brendan Shaughnessy, Leah Swartz, Greg Vodicka, Meg Zych, and many others who chipped in to make this a full 360-degree view of these emerging consumers, as well as their distinct differences from prior generations.

Next, we would also like to thank Sarah Crawford, our talented and tenacious senior editor; Ilana Bodker, our thoughtful, witty junior editor; Art Ramirez, our amazing designer; Kelly Thompson, our project manager; Joanne B. Jarvi, our agent; Lisa Chase, Amy Allen, Rio Cervantes-Reed, as well as Ellen Kadin and her team at AMACOM. We also had a number of experts who read drafts of the book, providing valuable clues on gaps that needed to be filled before we turned the book over to the publisher. Wed like to acknowledge each of them with a big thank-you: Chase Wagner, Nick Bartlow, Chad Nicholson, Joe Cardador, PhD., Jenny Thayer, David Gutting, Peri Shaplow, Elisa Schauer, Anne Lamberti, and Josh Burch.

Finally, we have some individual thoughts to share.

From Angie: To say the past year has been a daunting yet exciting journey would be a huge understatement. I took a leap of faith to follow my passion for and commitment to evangelizing Gen Z, and it turned into a once-in-a-lifetime opportunity to work with Jeff Fromm, FutureCast, and Barkley to write this book. I couldnt be more grateful to Jeff for believing in me and asking me to partner with him on this book. Its already been a wild ride, and I look forward to seeing where we go from here! Your support and mentorship mean the world to me.

I have many friends and family members to acknowledge as well. Thank you, Brent Bowen, for planting a seed with five little words: You should write a book. Remember how I thought you were crazy at the time? Thank you, Mom, Linda Hall, for watering that seed, and for being my first reader and biggest cheerleader. Thank you, Steve Doyal, my protective and supportive husband, for never doubting me or allowing me to doubt myself. And to my favorite Gen Zers on the planetSammy, Henry, and Gabby GutierrezI couldnt be more proud to be your mom. You inspire and amaze me every day in your awesome Z-ness.

Finally, thank you, Steve Hall, Ken and Lissa Read, Pam and Dion Reihs, Melissa and Doug Jackson, Chris and Becca Hodges, Jared Doyal, Trevor Doyal, Mike Engsberg, Hollie Carrender-Shephard, Stephanie Kelly, Kristin Ford, Josh Richardson, the No Coast Riders (NCR), and the rest of my amazing tribe for always believing in me.