Learning from Gen Z values

Relationship-building, learning, and designing a plan towards equality together was the promise of The Female Quotient's Equality Lounge® at SXSW 2022. The sessions in Austin delivered on that mission. Specifically, the panel discussion on what brands can learn from Gen Z values. This included everything from transparency, authenticity, intentionality, inclusivity,the list goes on.

While these may not be seen as new ideals from a brand's point of view, seeing things from the Gen Z perspective can help shift our focus into new ways of thinking for building brands and making a better world. Gen Z is demanding more action and accountability from the companies they work for than their millennial counterparts, as well as expectations from advertisers.

The generation has been known to be quite bold, but Gen Z’s boldness comes from a place of truth - they don’t just want to make a difference, they have to. “Gen Z is bold, they know what they want, and are driving the accommodations that they want to see in the workplace to make the company, products, culture better” – Ebony Flake, C-Suite Reporter, Business Insider. How can you engage the Gen Z colleagues in the workforce? The simple answer is: lead by example and then really listen to them. There is a lot to be learned from having direct conversations and actively listening to their concerns. When it comes to brands, they are in essence leading the audience that they are trying to attract in many cases. Panelists emphasized listening to Gen Z’s questions and seeing them as opportunities for change. They suggested not only giving them a seat at the table but expanding the table to make for a more inclusive space. 

Gen Z are digital natives who grew up in an era of constant connection to devices. This has contributed to a lack of meaningful connection and a decline in mental health. This notion is a focus of the work from the renowned voice of professor Dr. Laurie Santos, who spoke here in Austin at the iHeart podcast event about her work in the field interacting and living amongst Gen Z on Yale’s college campus. During her time spent with them she has gathered a better understanding of the lived experience of this generation and the impact the pandemic has had to amplify their existing anxieties and uncertainties for the future. 

Through her psychological work also shared on her Happiness Lab podcast, she sees firsthand the struggles and concerns they have which primarily revolve around their anxiety toward the future, feeling isolated and lonely. The work will be on what can we learn from Gen Z to address these concerns and how can brands lean in to provide real impact. Gen Z may be the answer to help us reframe our vision if we can listen to understand their concerns and work together on solutions to make better brands. 

_{Written by Megan Dacey, Account Manager, Content+, Mindshare USA}