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Marketing to Gen Z by Angie Read, Jeff Fromm

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4

A MATTER OF INFLUENCE

Imagine you’re back in high school, walking down the hall between classes. You pass a group of popular kids who happen to all be wearing Nike sweatpants. You overhear one of them casually mention how many pairs they have stocked up at home. You take mental note, and the next time you go shopping, you beg your mom to splurge on a pair of beautiful black Nike joggers. They’re expensive, sure, but it’s a price worth paying to up your “cool” game.

Fast-forward to today, when influential teens or groups of teens don’t just roam the halls of high schools or universities. They reside online, projecting their influence to the masses—anytime, anywhere. Savvy marketers are tapping into this influence to reach and engage with Pivotals ...

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