Born 1997 onward, Gen Z is  the world’s largest group of consumers, wielding hundreds of billions of U.S. dollars in spending power.  But whereas lots have been said about the previous generation, millennials, and their impact on marketing and branding strategies, especially online, Gen Z’ s preferences on brands are now under scrutiny, including in a major study launched by the INTA.  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 f this generation? How is this generation reshaping the messages conveyed by brands, particularly referring to environmental, social, and corporate governance (ESG)? Our guest today, 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, Jeff is the President of the think tank FutureCast, and a partner at Barkley, based in the U.S.S. 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. Every two weeks, on Tuesday, Brand & New gives the floor to inspiring individuals, with a 360-degree vision, to help brand owners, intellectual property lawyers, and marketing and finance professionals (and beyond!) stay curious and agile in an ever-evolving business environment. Brand & New is a production of the International Trademark Association Hosted by Audrey Dauvet - Contribution of M. Halle & S. Lagedamond - Music by JD Beats FOR MORE INFORMATION, VISIT INTA.ORG To go further: About Jeff Fromm (link to https://www.linkedin.com/in/jefffromm/ and https://www.forbes.com/sites/jefffromm/?sh=78a0e8601dac) Also of interest: - Various articles by J. Fromm, Forbes (link to https://www.forbes.com/sites/jefffromm/2020/10/15/turn-brand-purpose-into-a-verb-to-erase-brand-culture-debt/?sh=3b27d03c360d, https://www.forbes.com/sites/jefffromm/2020/09/30/on-ben-and-jerrys-gen-z-and-social-justice-how-2020-has-changed-branding-forever/?sh=4205fe1a6a66) - The Rise of GenZ, M. Townsend & M. Boyle, Bloomberg (link to https://www.bloomberg.com/gen-z) - International Trademark Association attitudinal study—“Gen Z Insights: Brands and Counterfeit Products”   (link to: https://www.inta.org/perspectives/gen-z-insights-brands-and-counterfeit-products/) - INTA Bulletin—“Brands in Times of Crisis: CSR in Action”  (link to: https://www.inta.org/perspectives/brands-in-times-of-crisis-csr-in-action/) - INTA Bulletin—"Don’t Go Dark. Do Not Stand on the Sideline. An Interview with Edelman’s Jennifer Cohan on Brand Response to COVID-19” (link to: https://www.inta.org/perspectives/dont-go-dark-do-not-stand-on-the-sideline-an-interview-with-edelmans-jennifer-cohan-on-brand-response-to-covid-19