#27: Kiki Von Glinow, Gen Z Marketing Expert, on understanding Gen Z-ers

Kiki held various roles at the Huffington Post and, among other things, developed a broad-picture view of the digitally native Gen Z-ers. In today’s episode, learn the characteristics of Gen Z and why this savvy group has such fine-tuned BS detectors.

Listen to this episode on iTunes

What was your biggest insight from this week’s episode? Let us know in the comments or on Twitter @influencer_inc.


An influencer is someone who has ideas about a user-centered approach to anything, someone who has experience in a given field and is able to translate their learning in a replicable way.

Kiki was a journalist for the Huffington Post. She moved into the audience development side of things and became interested in how content moves audiences in different ways. She does media consulting helping publishers grow their brands on media channels. She has also started a media company that drives Gen Z toward e-commerce through niche communities.

In her role at the Huffington Post, Kiki saw many sales pitches — good and bad — and learned how to approach others with her services.

Gen Z consists of those born after 1995. They’re digitally native. Gen Z has been bombarded with social media platforms, alerts, and notifications, and have an ability to manage that well.

Characteristics of Gen Z:

  • They tend to be private and like one-to-one messaging more than broadcast messaging
  • They are pragmatic and realistic with fine-tuned BS detectors
  • They are interested in real life more than the aspirational life

Something Kiki wishes she had done differently: Acquired more technical skills like basic coding

Current project — a network of niche, influencer-driven ecommerce experiences.

Favorite Five

  • Book: The Tipping Point by Malcolm Gladwell
  • Influencer: Jeannette Ogden
  • Conference, group, or event: The American Press Institute
  • Preferred social network: Instagram
  • Tool that you can’t live without: BuzzSumo