Welcome to the Gen Z Insights Center

For nearly a decade, Barkley and FutureCast have maintained steadfast commitment to bringing modern marketers unparalleled insight into the Modern Consumer Mindset. Today, we bring you the next chapter of the story: Marketing to Gen Z.

Who is Gen Z

Each new generation brings its own set of attitudes, beliefs and behaviors, challenging marketers in new ways. The same is true with Generation Z: the Pivotal Generation. Pivoting away from past generations, they have a unique identity all their own. You’ve likely already noticed their impact on your business and are now wondering, “What’s next?”

We’re glad you’re here, because we have the answer.

Get to Know the Pivotal Generation

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Like the Millennial generation before them, Gen Z is forcing brands to rethink what it means to connect with consumers in a modern era. Pivotals are a proud crew: they value their intelligence, diversity, common sense and family.

They believe in hard work and understand that technology is yet another tool to make their work and lives more efficient. Pivotals are willing to do whatever it takes to succeed, and they are not above asking for help.

This generation looks to those they trust, including their parents, for guidance, input and support. This openness is the perfect opportunity for brands to step in and create real, lasting relationships with value.

Here are five key things you need to know about this pivotal generation:

Just Released: The First Marketing Playbook for Reaching Gen Z

  • Drawn from original quantitative research and interviews, “Marketing to Gen Z” paints a fascinating portrait of the newest consumers now entering the scene.

    Having internalized 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.

    Drawn from original quantitative research and interviews, “Marketing to Gen Z” paints a fascinating portrait of the newest consumers now entering the scene.

    Having internalized 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.

  • Explore the Inaugural Research

    “Getting to Know Gen Z” takes a deep dive into this generation’s expectations for brands. What we found will help marketers better understand the pivotal force this generation brings to the market and the world.

    Free
  • Curious About the Spending Power of Gen Z?

    This paper outlines our efforts to estimate Gen Z’s spending power so marketers can put this generation’s influence into perspective.

    Free

Meet the Authors

  • Jeff Fromm

    Jeff Fromm is a subject matter expert on marketing, innovation and consumer trends. He is a regular contributor for Forbes and co-author of three books: “Marketing to Millennials,” “Millennials with Kids” and “Marketing to Gen Z” (2018). Jeff is President of FutureCast, a consumer trends consultancy and a Partner at ad agency Barkley. Jeff has spoken all over the world (well, not Antarctica). Jeff is a graduate of The Wharton School of the University of Pennsylvania. He also attended the London School of Economics.

  • Angie Read

    Angie Read is Vice President of Growth Insight at Barkley.
    She has 20+ years of consumer marketing and public relations experience for brands including Sprint and Hallmark, to name just a couple. As a marketer – and a mom of three teenagers – Angie is committed to helping brands appeal to, and authentically engage with, Gen Z.

Interested in booking Jeff or Angie to speak at your next event? Please complete the form below.

Futurecast 2018 Keynote Speaking Events

Let's Talk

We look forward to continuing the conversation.