A comprehensive guide for any brand or organization trying to reach youth culture

The Gen Z
How Brands Tune In & Build Credibility

By Gregg L. Witt and Derek E. Baird

Our book, The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach young people, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, creator partnerships emerging technologies, and much more. It is woven with case studies from our work 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 youth culture!

Available at: Amazon | Barnes & Noble | Kogan Page

Book Praise

teaches brands how to build trust

Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider’s view into our mindset and teaches brands how to build trust with a generation notorious for skepticism.”

Natalie Riso
Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21

well-researched, actionable strategies

Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation.

Stefan Heinrich
Head of Global Marketing, ByteDance (TikTok – formerly – and Vigo Video)

An essential read for business leaders

An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril.

Geoffrey Colon
Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing

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