The Center for Generational Kinetics

This new trend-driving reality means if business leaders don’t accurately understand and adapt to Gen Z now, they risk not only missing this massive generation of consumers, but putting their business at risk of losing older generations who are increasingly adopting Gen Z’s approach to communicating, shopping, and buying. When we teach business leaders how to adapt to win Gen Z in our custom speeches and consulting, it positions the leaders to not only attract and retain this important, diverse, growing generation, but also positions them to keep every other generation of customer, too! For business leaders, marketers, sales professionals, and innovators, Jason shared in the interview that to win Gen Z today, you have to go to where they are now, which includes social media platforms that may be uncomfortable or a steep learning curve for many businesses. What worked for business, marketing, employment, and sales leaders only three years ago does not work with Gen Z now Leaders who invest in accurately understanding this important generation, going beyond the headlines and into the Gen Z research, will have a huge advantage in unlocking Gen Z’s potential now and for decades to come.

What a journey it has been… I’ve now keynoted more than 50 virtual events—from global summits with tens of thousands of people to board meetings and insights briefings. But I have to admit I was extra fired up to keynote an in-person conference after all these months of only virtual events and for a client who was bringing me in to keynote an event for the fourth time! I’d love to speak at your event and share with you what I’m seeing works best now for delivering engaging hybrid in-person events–where there is an in-person audience as well as online participants. There are specific strategies I’ve found that work in hybrid events to make everyone feel engaged, heard, and inspired from the opening minute, whether they’re in the ballroom with me or watching via streaming.

Our generational research team at The Center for Generational Kinetics has been closely studying the impact of the COVID-19 pandemic on Generation Z—and all generations. Combining all of these factors is why Jason shared in the TV interview that we predict the oldest members of Gen Z will have three to five years of economic headwinds ahead An unexpected insight Jason shared was that while the oldest members of Gen Z will likely struggle the most to regain their financial footing, younger members of Gen Z will benefit from learning through the observed struggles of their older peers. This means the younger members of Gen Z will have the opportunity to choose a different career or education path that is more pandemic-resistant, apply online or mobile learning to advance their career once they do have a job, and benefit from the economic momentum that will potentially happen post-pandemic.

Every generation has set itself apart from previous ones through style CGK’s President Jason Dorsey, generational researcher, speaker, and co-author of Zconomy, shared with the BBC how generations use style­–fashion and otherwise–to differentiate and set themselves apart from their parents’ and other generations’ identity. As our team shares in virtual keynotes and executive presentations, the key to successfully connecting with Gen Z and every generation is to understand their point of view and meet them where their values, mindset, perspective, and passions are. As Jason shared with The BBC, “Style is a marker that allows us to see the handoff between the former generation of trend drivers and the new one. It has never been more essential for leaders, marketers, brands, and retail managers to adapt to generational change to ensure that their business thrives as Gen Z consumers rapidly emerge and extend both their spending power and influence across generations.