Retail Observer

March 2018

The Retail Observer is an industry leading magazine for INDEPENDENT RETAILERS in Major Appliances, Consumer Electronics and Home Furnishings

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RETAILOBSERVER.COM MARCH 2018 14 "The most useful resource to every marketer seeking a leg-up on the generation poised to change the entirety of the market—and the world." —From the foreword by John Gainor, president & CEO of Dairy Queen N ow ranging in age from pre-'tween to 21, they already claim over $40 billion in buying power. By 2020, they'll make up 40 percent of U.S. consumers. Not simply younger Millennials, Gen Zers possess unique values, attitudes, behaviors, shopping preferences, and brand expectations. MARKETING TO GEN Z: The Rules for Reaching This Vast—and Very Different—Generation of Influencers provides a wealth of insights into the mindset, habits, wants, needs, and priorities of the newest buyers, plus practical guidance on how to get their attention and win their trust. It's based on quantitative original research, in-depth interviews, and personal shopping trips with teens conducted by coauthors Jeff Fromm, an expert on generational trends and marketing, and Angie Read, an expert on marketing to Gen Zers. Based on extensive study, Fromm and Read came up with their own term for members of this generation: Pivotals. Raised in a post-9/11 world marked by the Great Recession, Gen Zers are pivoting away from the Millennial "follow-your-passion" mantra and veering towards a more Boomer- ish sense of reality, pragmatism, work ethic, and social consciousness. Also growing up with technology, social media, diversity, and progress as facts of life, these young consumers have a revolutionary take on identity and communication that shapes their sense of product/service value and brand experience. For brand-builders and business leaders who get what makes Millennials tick, Pivotals are a complicated bunch. With MARKETING TO GEN Z, readers will get an edge on acing the challenges ahead and gain an appreciation for young consumers who care about human equality, product/service quality, and brand integrity. Specifically, they'll learn: • Pointers for connecting with Pivotals on their fast-paced, bite-sized, mobile-only terms by treating them like people and appealing to their intelligence, emphasis on authenticity, and quirky humor. • How to engage Pivotals with meaningful, relevant content and help, empower, and even collaborate with Pivotals in their quest to grow their personal brand. • Why it pays to deliver what Pivotals expect: both a flawless online shopping experience and a fun, immersive, in-store shopping experience. • Lessons from 10 brands Pivotals love (Nike, Lululemon, Apple, Netflix, Panera, and Sephora among them), plus a few epic failures…and much more. B O O K R E V I E W MARKETING TO GEN Z: The Rules for Reaching This Vast—and Very Different—Generation of Influencers Author: Jeff Fromm is president of FutureCast, a marketing consultancy specializing in emerging consumer trends. A contributing writer at Forbes and frequent speaker on consumer behavior and brand innovation, he is co-author of Marketing to Millennials and Millennials with Kids, both published by AMACOM. Angie Read is a seasoned marketer and vice president for growth insight at Barkley, an integrated marketing and advertising agency. She writes a popular blog, about raising and marketing to Gen Zers. Both authors live in Kansas City, Missouri. Publisher: AMACOM RO

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