“Youth culture is constantly evolving and Gen Z in particular is disrupting industries, says Witt. Gen Z represents an unprecedented group of innovation and entrepreneurship. This group is focused on niche interests and if brands don’t recognize this now and get on board, they are going to be left behind. It’s also important for brands to adopt a global mindset, as some of the most significant growth is taking place in countries that are either developing or underdeveloped.” Gen ZGeneration ZYouth MarketingThe Gen Z Frequency BookBrand EngagementMarketing To Gen ZThe Gen Z EffectYouth Market Strategy Book:The Gen Z Frequency: How Brands Tune In and Build Credibility Source: The Gen Z Frequency: How Brands Tune In and Build Credibility