The Gen Z frequency : how brands tune in and build credibility / Gregg L. Witt and Derek E. Baird.

Enhanced descriptions from Syndetics:

Generation Z has enormous spending power yet is one of the most challenging cohorts to reach. Ensure your brand stays tuned-in to the demographic's impatience, confidence and evolving trends.

Generation Z is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before, which can be daunting for any marketer trying to keep up.

The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z.

Table of contents provided by Syndetics

• About the authors (p. xi)
• Foreword (p. xii)
• Preface (p. xiv)
• Acknowledgements (p. xvi)
• Introduction: are you tuned in to Gen Z? (p. 1)
• Let's face it: youth marketing isn't always 'likes', hearts and unicorns (p. 1)
• Who are we and why should you listen? (p. 1)
• Research that fuelled The Gen Z frequency (p. 2)
• Here's what you can expect (p. 5)
• Reference (p. 7)
• 01 A true story of finding youth culture relevance (p. 8)
• Embracing the conflicts with youth culture (p. 8)
• No business is exempt from cultivating relevance (p. 9)
• See trends before they undercut your plan (p. 12)
• Establish a core audience and deepen the connection (p. 13)
• TL;DR (too long; didn't read): chapter takeaways (p. 16)
• References (p. 17)
• 02 Gen Z: a sociological perspective (p. 18)
• Tuning in to Gen Z (p. 18)
• The Gen Z frequency (p. 19)
• Gen Z culture (p. 20)
• Gen Z, technology' and media (p. 26)
• How Gen Z uses visual social media (p. 29)
• Gen Z and fandoms (p. 31)
• Educating Gen Z (p. 33)
• TL;DR: chapter takeaways (p. 36)
• References (p. 37)
• 03 The five foundational truths of youth marketing (p. 40)
• Is your brand ready for the truth? (p. 40)
• TL;DR: chapter takeaways (p. 55)
• References (p. 56)
• Further reading (p. 56)
• 04 Aligning with youth culture in an era of individuality (p. 58)
• Hyper-individualization is the norm; Gen Z expects unique (p. 59)
• Traditional demographic targeting models are outmoded (p. 61)
• How to find and align with youth culture audiences (p. 65)
• TL;DR: chapter takeaways (p. 85)
• References (p. 86)
• Further reading (p. 86)
• 05 Reveal insights and fuel ideation with Gen Z (p. 88)
• Collaboration leads to actionable insights and new ideas (p. 88)
• Research and collaboration design for youth participants (p. 89)
• Elements of youth research and collaboration design (p. 91)
• TL;DR: chapter takeaways (p. 106)
• References (p. 107)
• Further reading (p. 107)
• 06 The youth culture engagement playbook (p. 108)
• What is a playbook and why does it matter? (p. 108)
• Place the focus on consumer engagement and value creation (p. 109)
• How to prepare and get started (p. 110)
• The core youth engagement strategies (p. 112)
• TL;DR: chapter takeaways (p. 135)
• References (p. 137)
• Further reading (p. 138)
• 07 Social strategies and tactical considerations (p. 139)
• Be where they are (p. 139)
• Tactical considerations for influence partner collaboration (p. 145)
• Emerging social and digital media (p. 147)
• TL;DR: chapter takeaways (p. 153)
• References (p. 154)
• 08 Content strategies and tactical considerations (p. 157)
• A crash course in content strategy (p. 157)
• Does your content make Gen Z look cool? (p. 161)
• Creating a memorable brand voice (p. 162)
• Content management basics (p. 168)
• TL;DR: chapter takeaways (p. 171)
• References (p. 172)
• 09 Building community with Gen Z (p. 174)
• Gen Z and online communities (p. 174)
• Building community (p. 179)
• Community management (p. 182)
• Digital citizenship and online communities (p. 185)
• Community management: Gen Z and privacy (p. 189)
• TL;DR: chapter takeaways (p. 191)
• References (p. 192)
• 10 A primer on social and influence media valuation (p. 194)
• Social and digital media constantly change, the need for accountability doesn't (p. 194)
• Earned media value (p. 195)
• Foundational metrics (p. 196)
• Social metrics by platform (p. 200)
• TL;DR: chapter takeaways (p. 209)
• References (p. 210)
• 11 Conclusion: tune in to the frequency of Gen Z (p. 211)
• Epilogue: stories from the youth marketing trenches (p. 213)
• National non-profit organization (p. 214)
• Global entertainment company (p. 215)
• Global consumer-packaged goods (CPG) brand (p. 216)
• US-based clothing company (p. 217)
• Energy drink company (p. 219)
• World-renowned entertainment complex (p. 220)
• Glossary (p. 222)
• Index (p. 228)

Author notes provided by Syndetics