Earlier this month, we had the pleasure of speaking with Mixing Board founder Sean Garrett and Day One Agency’s Sophie Krieger and Marissa Levine on a panel about all things Gen Z: how our generation consumes media, interacts with brands, and views the future of work. As the most connected generation that accounts for nearly 30% of the workforce and 40% of consumers, it’s a demographic that has captured the attention of many brands and employers in recent years, including the brilliant comms leaders brought together by the Mixing Board community.
The invitation to participate in this panel discussion forced some introspection: Just what are Gen Z values? What stereotypes could be partly true? Are we cool enough to speak on behalf of an entire generation? Are we even technically Gen Z? Do I need to download TikTok for this? (OK, the last one was just Brittany).
Today, the oldest Gen Zs are 26 years old, with the youngest being 11 years old. Some of us are managers, and some of us (luckily, not us) just started middle school. We have been irrefutably shaped by the digital age, evidenced by the launch of the first iPhone when elder Gen Zs were around 10 years old. Instagram launched at age 13, Facebook had 150 million users before we started high school, and worldwide sales of smartphones passed one billion units as we were headed to college. What distinguishes our generation from its predecessors is not just a matter of years, but an entire ethos that permeates our approach to work, life, and media. Between now and when the youngest Gen Zs enter the workforce, there will be new technological shifts – AI growth being a likely harbinger – and global developments that will further evolve Gen Z’s habits, expectations, and careers. Don’t forget that global conflicts, the COVID-19 pandemic, and US elections have already made our lives much different than what they were 5 years ago.
Our session covered a lot of ground, touching on everything from misinformation to boundary setting and brand authenticity. Here are the main takeaways:
TikTok or not: The idea of Gen Zs as the “TikTok generation” is both a misconception and an inaccurate generalization! Turns out, not all Gen Zs are addicted to TikTok or following the latest viral trends. Those who are on TikTok are often using it to source their news and information (but consulting the comments section and further sources to verify stories they see on the platform).
We do read: It’s also untrue that social media, Slack and other rapid-fire forms of communication have given Gen Zs a short attention span. They’re the generation that grew up during the podcast craze, after all, and many are attracted to long-form pieces where they can immerse themselves in a subject and go down a rabbit hole.
Super news sleuths: Gen Zs are discerning consumers of news: They read from a wide variety of sources, and don’t view any at face value. They even take mainstream, longstanding outlets with a grain of salt, and are willing to do their own digging to uncover the truth.
Affinity for the purpose-driven: When it comes to the brands they consume and the companies they work for, Gen Zs are much more invested in brands and companies that are focused on social justice causes, more so than previous generations. This doesn’t mean every company needs to champion every cause out there, but rather closely consider areas of true impact, like how brands are planning for a sustainable future or treating employees fairly.
Pulling back the curtain on comms: Gen Zs - and not just those who work in the communications field - are much more savvy to the art of public relations and the behind-the-scenes work that goes into brand perception. Why? Because of TikTok influencers like Molly McPherson who unpack the why behind news making moments - from Joe Jonas’s smear campaign against ex-wife Sophie Turner, to Travis and Taylor’s highly publicized courtship (showmance or true love? Jury’s still out…).
Crisis response matters: Gen Zs value authenticity and transparency - and when it comes to crisis comms, putting these values first is critical for resonating with young adults. The “wait and stand down” approach to a crisis won’t fly with Gen Zs, who appreciate speedy accountability and transparency when things go south.
New workplace values: Gen Zs are entering the workforce in a different world than many of their Millennial, Gen X and Boomer colleagues. They value flexibility, autonomy and transparency in the workplace, and they’re making an impact as companies place a greater emphasis on culture to attract their talent. When it comes to managing Gen Zs, it’s important to be explicit in role expectations and feedback, as they’re less likely to be exposed to subtleties other generations garnered from fully in-person work.
Turns out, it’s impossible (and unfair) to generalize an entire generation. For all of the stereotypes of Gen Zs being Tiktok-addicted Rat Girl Summer quiet quitters, we’re not all alike.
As our panel pointed out, it’s too soon to tell how Gen Z will fully participate in the world, at work, at home, and online – but it’s obvious that we’re making an impact. Like most things, our perspective requires some nuance, and is a reflection of the complex, ever-evolving world we inhabit.