Courtney McKenzie Newell is the Founder & CEO of Crowned Marketing & Communications, an award-winning creative agency that provides strategic multimedia marketing & PR solutions for global brands, government agencies and small to mid-sized businesses. Courtney is one of the country’s leading Brand and Marketing Strategist who partners with CEOs, executives and Fortune 100 companies to grow their personal and professional brands, making them the most talked about and in-demand leading authorities. After spending nearly a decade working as a PR and marketing consultant for global brands and multimillion dollar businesses, Courtney knows what truly drives conversions, sold-out events and top-ranked national TV interviews. She knows in life there is no B2B or B2C, it’s all P2P (person-to-person). Her passion is helping company’s and the people in them, effectively communicate. Courtney has landed coverage in print and broadcast outlets around the world, including the Today Show, Good Morning America, Sunrise Australia, Fast Company, Forbes and HLN, to name a few. In addition to her extensive PR and marketing experience, Courtney is also an in-demand speaker and the #1 Bestselling Author of FutureProof: Building a Brand GenZ and Millennials Love.

Courtney is a graduate of Florida International University and received business certificates from Tuck College of Business at Dartmouth College and Kellogg School of Management at Northwestern University. She knows that stories are the bridges that connect us and her passion is helping people and company’s create more authentic, heart felt communications. Courtney has landed coverage in print and broadcast outlets around the world, including the Today Show, Good Morning America, Sunrise Austrailia, Fast Company, Forbes and HLN, to name a few. In addition to her extensive PR and marketing experience, Courtney is also the bestselling Author of FutureProof: Building a Brand GenZ and Millennials Love.

The key to connecting to people is all about sharing your story in a heartfelt way to build an authentic and memorable bridges to connect you to others. —and it’s not mastering the marketing flavor of the week. It’s how well you connect with the heart-beating people you’re trying to help and communicate your understanding back to them. Courtney has landed coverage in print and broadcast outlets around the world, including the Today Show, Good Morning America, Sunrise Austrailia, Fast Company, Forbes and HLN, to name a few. In addition to her extensive PR and marketing experience, Courtney is also the bestselling Author of FutureProof: Building a Brand GenZ and Millennials Love.

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Insight Into Millenial & Multicultural Consumers

Chapter I : Getting to Know Your Future Customers

A consulting client of ours asked me an interesting question, that you might also be wondering. He said, what’s the difference between Generation Z and Millennials. Aren’t their buying behaviors the same? Don’t they want and like the same things? Do we really need a strategy for both demographics? This question is what prompted me to write this book, at this time. This book will prove to you that Generation Z and Millennials are unique in their behaviors, beliefs and buying habits.

America’s minorities are vastly becoming the new majority. Generation Z and Millennials more diverse than any other generations that proceed them. They are very connected thanks to social media, and they are more socially conscious. They care about inclusivity and social responsibility, they respect brands that stand for something and they admire transparency. This is why it’s so important now more than ever before to have clear messaging on your why. Knowing why you do what you do, who you serve and what impact you plan to make is vital messaging that GenZ and Millennials require. The younger generations are passionate and opinionated and are ready and willing to stand behind brands that are clear on their market position. While there are some similarities, there are also some major differences, we will explore throughly throughout this book. Before we tap into your new customer base, let’s take a look at the four different generations so that you can understand your target market perfectly.

Four Generations It seems that the battle of the generations is alive and well today. But there are many misconceptions about who belongs in each generation and what makes each generation different from the others. Let’s set the record straight. Before we begin, it is important to note that each generation does not occur in a vacuum. At the edges of each generation, those members will share characteristics with the bordering generation. When we talk about generations, we are talking about generalities and not absolute facts about each member of that generation. Contrary to popular opinion, not every elderly person is a Baby Boomer. Those born before 1945 are the Silent Generation. The Silent Generation is a small, rapidly aging group, so we will focus on the four main generations of Baby Boomers, Generation X, Generation Y (Millennials), and Generation Z.

Are you interested in FutureProofing your business and brand? Let's connect!

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