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The Gen Z ‘Brand Equation’: Why ESG Is Critical to the Future of Brands
Published: January 19, 2021
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Guest
Jeff Fromm Futurecast Kansas City, Missouri, USA
The world’s largest group of consumers and on track to be the most educated generation yet, Gen Z seem to have strong opinions and values and want to be heard. What does it mean for brands? How can they engage with this generation? How is this generation reshaping the messages conveyed by brands, particularly referring to environmental, social, and corporate governance (ESG)?
Jeff Fromm is a renowned youth marketing and trends expert and speaker on consumer trends, brand strategy, and innovation. He was a pioneer in researching millennials and Gen Z from a marketing perspective, by leading the first large, public-facing study on the topic with the Boston Consulting Group 10 years ago.
With over 25 years of experience in marketing across a wide variety of brands, Mr. Fromm is the president of the think tank Futurecast, and a partner at Barkley, based in Kansas City, Missouri, USA. He is also a contributing writer for Forbes and author of four books: Marketing to Millennials, Millennials with Kids, Marketing to Gen Z, and The Purpose Advantage.
Related Resources
Also of interest:
“Turn Brand Purpose Into A Verb To Erase Brand Culture Debt”
“Brand Love Is The Secret Ingredient Ben & Jerry’s Mixes Into Every Serving”
“On Ben And Jerry’s, Gen-Z And Social Justice: How 2020 Has Changed Branding Forever”
Bloomberg:- “The Rise of Gen Z”
INTA Bulletin—“Brands in Times of Crisis: CSR in Action”
INTA TO-GO webcast—Being Part of the Solution: Brands Innovate for a Green Future
Brand & New podcast—Insight into the Mindset of the Gen Z Population: Leaving its Mark on the World
About Brand & New
Our hosts discuss compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.
Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.
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