The Gen Z ‘Brand Equation’: Why ESG Is Critical to the Future of Brands

Published: January 19, 2021

Brand & New

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Jeff Fromm

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 MillennialsMillennials with KidsMarketing to Gen Z, and The Purpose Advantage.

Related Resources

About Jeff Fromm

Also of interest:

“Turn Brand Purpose Into A Verb To Erase Brand Culture Debt”

Futurecast Insights

“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”

International Trademark Association attitudinal study—“Gen Z Insights: Brands and Counterfeit Products”

INTA Bulletin—“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”

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

Brand & New podcasts from the International Trademark Association

Host Audrey Dauvet discusses 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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