Understanding Gen Z Consumers and What They Expect from Brands and Businesses
by Angie Read (aka GenZMom)
Just when we thought we had Millennials figured out, a new generation of young consumers is forcing us into uncharted territory yet again.
Meet Generation Z, born between 1996 and 2010. Don’t mistake them as tomorrow’s consumers; they’re already here in a BIG way. They represent approximately $44 billion in direct buying power, and after you factor in their unprecedented influence on family spending, that number jumps to approximately $600 billion. Generation Z is large, diverse and powerful.
It’s taken us years to capture and engage Millennial consumers and many aren’t ready for yet another shift. There’s no denying Gen Z is challenging our methods and strategies. But it’s our job as communicators to understand what makes them tick, and learn how to engage them on their terms. To be successful, brands and businesses must work to understand and follow their rules. Those that don’t will quickly be ignored.
In this session, I will walk you through what makes Gen Z so challenging for communicators and share insights from Barkley’s recent Gen Z Report: “Getting to Know Gen Z: How the Pivotal Generation is Different from Millennials,” as well as my new book, “Marketing to Gen Z: The Rules for Understanding this Vast — and Very Different — Generation of Influencers.”
While the book, co-authored with Jeff Fromm (aka The Millennial Marketing Guy), won’t be available until March, I’ll give you a sneak peek at the content, and tell you why I’m so passionate about this generation.
KC IABC Masters
5:30 p.m. Tuesday, Oct. 24
Brio Tuscan Grille on the Plaza
Questions: Julie Bartels Smith, ABC