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Mar 27, 2024

Heather Dretsch Examines How Gen Alpha Differs From Gen Z and Why It Matters

The Poole College assistant professor of marketing — and resident Gen Alpha expert — explains what makes Gen Alpha who they are and how marketers can build relationships with them.

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Dec 18, 2023

Heather Dretsch Provides Insight on the Power of Product Rebranding

Dretsch, Poole College assistant profess of marketing, weighs in on the brand-boosting power of redesigned packaging.

Oct 14, 2022

Gen Z Want to Go Behind-the-Scenes with Brands on TikTok and Instagram

Heather Dretsch conducts research on consumer generations and explains how she believes that brands can tailor the narrative they’re building on social media by better understanding the Gen Z mindset and motivation.

Sep 22, 2022

What Gen Z and Millennials Want on Instagram vs. TikTok

Heather Dretsch explains how important for brands to understand the consumer psychology driving current social media behavior when planning a social media presence and content.

Apr 25, 2022

Current Insights for Local Brands Who Use Instagram

Heather Dretsch recently collected data, and with analytical support, that explores what it means for local businesses building and managing Instagram feeds for their brands.

Gen Alpha

Oct 1, 2021

Meet the Mini Millennials: Generation Alpha

Heather Dretsch answers questions about Gen Alpha, brand loyalties and the future of marketing.

May 22, 2020

Conveying Authenticity Amidst Uncertainty

Brands across the globe are using COVID-19 to experiment with various marketing strategies. Dr. Heather Dretsch, assistant professor of marketing, set out to discover what messages are getting through to the growing consumer population, Gen Z.

May 22, 2020

Brand Identity in a Changing World

Dr. Heather Dretsch, assistant professor of marketing discusses why understanding the values and spending habits of Millennials and Gen Z is more important than ever for businesses’ success and longevity.