Hello. I’m Angie — proud mom to three Gen Zs (18, 16 and 14) — and a marketer fascinated by this incredible, yet underestimated, generation.
Before starting at Barkley —an independent, employee-owned idea company at the intersection of strategy, creative and innovation that helps brands create relevance and modernization to realize their greatest possible future — I was a partner at a global communications firm. A few years ago, one of our clients needed help launching a new line of slippers aimed at tween/teen girls. Our first inclination – as is often the case – was to assume tweens/teens are basically “younger millennials.” But the more we researched Gen Z and what makes them tick, the more we realized how different they are from their Gen Y older brothers and sisters.
That’s when the lightbulb came on. Marketing to Gen Z will require a whole new set of rules, and I set out on a mission to educate other marketers about the biggest and likely most challenging consumer group that is about to rock our world (literally).
I co-authored a book about marketing to Gen Z with Jeff Fromm, another partner at Barkley. Jeff has written two books about marketing to Millennials and this will be his first about Gen Z. “Marketing to Gen Z: The Rules for Reaching this Vast and Very Different Generation of Influencers” will be published in March, but is available now for pre-order on Amazon.
I hope this blog helps you understand this incredible generation so you can reach and engage them in an authentic and meaningful way. And if you’re a parent, this may help you too. I like to pepper in examples and stories from my own household and life as I continue to learn from my Gen Z kids every day.
Thank you for visiting!