"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 musical.ly – and Vigo Video)

"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 scepticism."

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

"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