OK Gen Z, I'm Listening

Graduation season is winding down, summer internships are starting, and (as always) businesses and brands around the world are clamoring to captivate the Gen Z audience.?

Anyone who has spent time in a marketing department knows that we talk and strategize ad nauseam about how to speak to Gen Z, how to leverage their influencers, and how to open their wallets – all, of course, because that’s where tomorrow’s money and opportunity lies.?

It’s important for businesses to stay relevant & respected by younger generations –?that’s a key ingredient to not only survive but thrive long-term. But the road to relevancy isn’t a one-way street. A brand and business must earn that, deserve that. As leaders and entrepreneurs, we need to be asking not what Gen Z can do for us but what we can do for Gen Z. And to deliver on that, we need to listen to what they're really saying.?

Gen Z Isn’t Waiting for Us to Save Them?

Gen Z is an incredibly open, conscious, and self-empowered group. As a father to an 11 and 20 year-old, I get to witness this every day. Young people are paying attention to what’s happening around them and, as many parents can tell you, they’re not afraid to call BS. They're loyal to brands that inspire them and speak to them, not at them??

This month I spoke at Billie Eilish’s climate action event, Overheated, which brought together thousands of passionate young people in London who are concerned about protecting our planet. Her invitation to include Impossible Foods was a gift, allowing me to gain amazing insight into what makes emerging leaders tick.?

Billie is the quintessential celebrity of this generation, using her platform to activate and empower her peers through empathy and inspiration. Most of the speakers who took the stage were young entrepreneurs and changemakers. They’re witnessing some of the mistakes our generation is making and unapologetically taking their destiny into their own hands. I was blown away by their smarts, dedication, awareness, energy & consciousness.

This reinforced a lesson I learned earlier this year, on a smaller but no less significant stage. I recently spoke to two 5th grade science classes in New York about the impact food has on the environment. These students ended up opening my eyes to how engaged, knowledgeable, and curious today’s kids are.??

For me, these experiences bring to life insights from a study that Impossible Foods commissioned to hear from Gen Z directly on the topic of climate change. Here’s what we heard from a representative group of 1,200 young people between the ages of 5 to 18:?

• Nearly 9 in 10 said it was important to them that they do something to stop or reduce climate change.
• Nearly three-quarters believe they can make a difference every day to stop or reduce climate change.

Young people care about our planet and truly think they can make a difference, and they’re not waiting to be told to take action.?

Serving the Next Generation

We may be older –?and in theory, wiser :) – but this generation is on to something. We have an opportunity to take a cue from them and transform our businesses into platforms that make a difference.

Doing good is good for business.

We need to be asking ourselves: Are we creating products that people want and that serve people and the planet? Are we taking care of our people and building inclusive communities? Are we sourcing responsibly and elevating all stakeholders on our business journey? What can we do to help the next generation thrive?

This reframing demands that we stop focusing on how we can tap into this generation to serve our own goals or increase our bottom line. It forces us to take a step back and focus on how we can genuinely transform our businesses to address the issues that young people care about.

Beyond asking whether we’re offering the products, tools, information, and platforms they need to amplify their impact, we also need to track our progress and be honest about our performance against that goal – both the successes and shortcomings.?

If nearly 75% of young people truly believe they can make a difference every day to stop or reduce climate change, let’s do everything we can to empower and enable them and prove them right. That’s exactly the energy & sense of ownership the world needs to see real change.

By creating an authentic partnership and seeking to serve, I bet we can create a win-win-win for people, businesses, and the planet.