This document discusses alternative marketing and how it relates to Generation Z consumers. It notes that Generation Z will represent 25% of the population and 50% of spending, and that they value technology, creativity, collaboration, and transparency. It introduces the four Ps of marketing - product, price, place, and promotion. It advocates focusing marketing efforts on sharing your values and connecting with people as individuals rather than just customers. In summary, alternative marketing prioritizes values over sales, treats consumers as people rather than dollars, and will be important for engaging Generation Z.