For more than 25 years, Mark Beal served as a public relations practitioner and marketer for one of the nation’s leading consumer public relations agencies developing and executing marketing and public relations campaigns for leading companies and brands leveraging such major sports and entertainment properties as the Olympic Games, Super Bowl, World Series, US Open Tennis, NCAA March Madness and The Rolling Stones. Today, he collaborates with Gen Z as an assistant professor of practice in the Rutgers University School of Communication and Information. Mark’s ongoing research of Gen Z has led to keynote speeches to the American Marketing Association, Association of National Advertisers (ANA) and the Public Relations Society of America (PRSA). It was Mark’s Rutgers students who inspired him to author his first book in 2017, 101 Lessons They Never Taught You In College, which provides tips to college students preparing for their transition to a career. Media and readers nationwide responded so positively to the book that Mark then authored 101 Lessons They Never Taught You In High School About Going To College which was published in 2018. Mark’s third book, Decoding Gen Z: 101 Lessons Generation Z Will Teach Corporate America, Marketers & Media , was published in 2018 and captured the attention of media, marketers and employers nationwide as Gen Zers were starting to become a focus of corporations and brands. In 2020, Mark co-authored Engaging Gen Z with then Harvard University student Michael Pankowski. In 2022, Mark authored Gen Z Graduates To Adulthood . Mark’s latest book, ZEO , is being published in 2023 as more Gen Zers transition from college to their career. The Gen Z books have led to invitations from conferences, corporations, brands, agencies, universities, trade industry associations and pro sports leagues and teams for Mark to deliver keynote speeches featuring his Gen Z research and insights.