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With over 25 years of experience in the media industry at companies, such as Condé Nast, Lionsgate, CBS, Viacom, Discovery and Hasbro, Joanna Dodd Massey, Ph.D., MBA is an experienced C-level communications executive and Board Director. She has managed brand reputation, corporate turnaround, crisis communications and culture transformation. Currently, she serves as a consultant, who advises clients on communicating with Millennial and Gen Z employees, consumers, and investors. She is a corporate speaker and trainer, as well as author of the upcoming book, “Culture Shock: Surviving Five Generations in One Workplace” (in stores on May 19, 2020).
They may be young, but Gen Z now accounts for 40% of consumers and already influences between $29 billion and $143 billion in direct spending. Since the youngest of them are only nine years old in 2019, their buying power will continue to grow. That means their importance simply cannot be overstated. Despite having similar psychographics to younger Millennials, Gen Z is distinct in a variety of significant ways that smart marketers are paying attention to. These seven strategies are key to mounting successful Gen Z marketing campaigns.